MSC calls on retailers to increase their offer of sustainable seafood products ahead of the Chinese New Year, in response to insights from consumers SINGAPORE - Media OutReach Newswire - 12 February 2026 - As families across Singapore and Malaysia prepare to toss yusheng and serve whole steamed fish for Chinese New Year, new research reveals a striking disconnect: more than eight in ten Malaysians (85%) and nearly three-quarters of Singaporeans (74%) say sustainable seafood matters to them. Despite actively seeking out sustainable sources, a YouGov survey commissioned by the Marine Stewardship Council (MSC) found that more than half of Singapore consumers (58%) have never noticed an eco-label when shopping. Recognition of the MSC blue ecolabel label sits at 21%.