Rakuten and JETRO (Japan External Trade Organization) collaborated on several initiatives in the US to promote Japanese seafood and culinary culture. Employees at Rakuten Crimson House West in San Mateo could enjoy scallops from Japan on the cafeteria menu, and sushi workshops were also held where participants could experience making sushi under the guidance of a professional chef. In addition, Rakuten Viki launched a campaign to run “Japanese Seafood" ads from JETRO on its media platforms.