lautnusantara.com Whiting fish (Sillago spp.), known for its tender flesh and subtle sweetness, are often considered merely an attractive target for anglers. However, beyond its attractiveness as a hobby, there are promising business opportunities in Indonesia, primarily driven by demand in the export and premium culinary markets.

Kisu-kisu Fish Market Prospects
The whiting fish business opportunity is divided into two main segments:

1. Export and Premium Culinary Markets
Whiting fish (especially the Sillago sihama species) is very popular in East Asian markets, especially Japan, where it is known as "Kisu" and is a key ingredient in high-quality tempura and sushi dishes.

• Consistent Demand: Its thin, white, and fishy-free flesh is ideal for fast-cooking techniques, such as tempura, which require absolute freshness.
• High Sales Value: Due to its specific demand and use in premium dishes, kisu-kisu has a higher sales value than regular sea-caught fish.

2. Local Market (Consumption Fish and Bait)
In local markets, kisu-kisu is used as:

• Consumption Fish: Processed into home-cooked meals due to its convenient size and savory flavor.
• Live Bait: Whiting small size and agile movements make it an effective live bait for catching predatory fish at sea.

Strategies for Turning a Hobby into a Business
To capitalize on this opportunity, you can start with the following steps:

• Focus on Quality: If you start from catching, ensure post-harvest handling uses excellent chilling methods to maintain texture and freshness, a mandatory criterion for food-grade tempura.
• Exporter Network: Research and establish relationships with fish processing companies that have export access to Japan or Korea. They will provide very detailed size and quality specifications.
• Product Differentiation: Don't just sell raw fish. Offer simple processed products, such as cleaned or filleted kisu-kisu, to make it easier for customers in restaurants or hotels.

With a strategic approach and a focus on meeting the premium quality standards demanded by the export market, kisu-kisu can become a significant source of income, transforming a fishing hobby into a profitable fishing business.

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