In this Japan travel promotion video, this fried I think food is displayed, screenshot from the hot pan:
What is this?
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It's called 'Shirasu'. It's the juvenile offspring of anchovies, herrings or sardines.
In other parts of the world it's called 'whitebait' or 'gianchetti', or...other names. The exact species varies from place to place too.
It looks like shirasu (or "whitebait"):