General perception that fresh seafood is better and than frozen and live seafood is better and fresher than fresh seafood. (fresh seafood as in those bought in wet market)
Also, live seafood used to be really expensive and gave the image of wealth. With people moving into middle income and having more disposable income thus the need or desire to experience a higher lifestyle.
as for popularity, pork and chicken remains the most popular but limited variety whereas seafood encompass so many things. Comparison would not be fair.
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