From April 30 to May 31, 2009, ASMI China cooperated with City Shop to hold the Alaska Seafood Festival in eight different outlets in Shanghai. Alaska sockeye salmon, snow crab, halibut, cod and canned Alaska sockeye were featured during the promotion. In order to make the promotion more effective, a free tasting of Alaska seafood was arranged and promoters were hired to introduce Alaska seafood and distribute related materials. Special standing banners and posters were used to decorate the venues with other Alaska seafood POS materials. The consumers who bought Alaska seafood also got the small giveaway token provided by ASMI China.
This was the second time ASMI China cooperated with City Shop on a retail promotion. Some of the Alaska seafood, such as sockeye salmon, has been carried by the store on a long-term basis after the first promotion. City Shop commented that the high value of Alaska seafood impressed the customers and City Shop considered making Alaska seafood festival an annual event.