From Aug 1 – 31, 2011, an entire month of Alaska Seafood Festival was laid out in GL Supermarket, which is situated at Xintiandi, a fashionable and lively area in Shanghai. GL is a large Japanese supermarket and this Xintiandi store is their first outlet in China. They are eager to start introducing Alaska seafood products as they are long known for their quality. As a result, Alaska Seafood Marketing Institute (ASMI) joined hands with GL supermarket to stage Alaska Seafood Festival. The seafood in promotion included sablefish, king crab leg, snow crab, halibut, sockeye salmon and Pollock roe. The promotion period just coincided with GL’s first anniversary. Lots of Japanese guests visited the store because of the first anniversary. When they tasted Alaska seafood, they complimented Alaska seafood for its impressive quality and taste. Eventually, the sales of Alaska seafood were well developed and increased at GL during the promotional period.