Asia’s oceans are home to some of the richest and most diverse fisheries in the world. The 12 countries/territories bordering the South China Sea (SCS) alone are home to two billion people and are some of the fastest developing economies of the world. Even as these countries industrialise and their other sectors grow, fisheries remain an important source of revenue. The sector is also a crucial component of regional food security, coastal livelihoods, and export trade. Yet our regional fisheries are threatened by pollution, excessive and destructive fishing practices, as well as coastal habitat modification such as reclamation for aquaculture or urban and industrial land. Economic growth agendas and political disputes over territorial claims compound these threats to fisheries sustainability and marine biodiversity in the SCS. In parallel, seafood consumption in several Asian countries including Hong Kong is among the highest in the world, and the sustainable seafood market regionally is nascent with only limited public knowledge of how best to consume.