The Bermeo Fish Fair will be held annually from 18 to 20 May. Among the novelties is the creation of a project called Bermeo Tuna World Capital, led by Azti, Pie-EHU, Crece and Eroski. “Habits and innovations will converge” in a space of 300 square meters, for example, among the initiatives related to tuna, the Basque Culinary Center will offer cooking at the BTWC stand.

It’s like the XXX (fish you want to put in) days that we can find in the coastal towns. No more, no less. But this year they wanted to give him a different lustre. To do this, the other 6,000 languages spoken in the world have flashes that they do not have, adding grace and modernity thanks to English. The fair, which once had a provincial flavour, has been elevated to another level. The win-win strategy. Everyone seems to win. These are my interpretations of course, because the explanation, unfortunately, will be much simpler.

In Bilbao, as with MTV or rugby, some are dedicated to the idea that English will bring English speakers, affected by the fever of the Basque & Pintxos tourism model. But others, and this is the saddest part, turn to English, although they know that those who approach their initiative will be mainly Basque citizens. Because English isn't a bait, it's a status. The placement of World Tuna Capital is a nudity. Tuna World Capital, on the other hand, is cool. And by the way, to overcome the “quota” of Basque and Spanish/French is not a bad trick, is it?

As everything that has a name seems to be there, lately we are in the midst of a reinterpretation of our being. The tendency to place an English designation on what has been done in the Basque Country is becoming more widespread, from left to right, from top to bottom. But in the end it seems that we are going further. In addition to new initiatives, the name of existing projects or sites has begun to change.

The two “extremes” of Bermeo have come together. The video for the announcement of the Fish Market has been made entirely in Bermeo. Yes, with subtitles in the unit. So it says in one passage: “Because we have something else, just to say erie about our stuff.” Well, apparently, we don't have that either. Because we're very good at selling, selling in this country, you know, a little dog.