On the other hand, consumers with price prioritization may not be inclined to purchase eco-labeled seafood as they are more price-sensitive. Fish consumption is also determined by seasonal changes that occur. Fish species that are most consumed in Winter are the Alaska pollock and cod, whereas the hairtail and mackerel fish are generally consumed during the summer. Delicacies such as Flat fish are a cultural dish within South Korea where a majority consumes it as sashimi, sharing its food culture with Japan. Over fishing is an issue prevalent among the three major seas surrounding South Korea. One of many international offenders of illegal fishing are Chinese commercial vessels who breach EEZ zones. Despite a 5-year deal in 2001 regarding a temporary agreement between South Korea and China, the problem of illegal fishing is still present. The encroachment on South Korea waters by Chinese boats have caused major backlash, resulting in 4628 vessels being seized since the 2001 agreement. This was mainly due to China’s domestic waters not meeting the demands for seafood consumption. This caused over fishing issues in their waters and compelled commercial vessels to enter into other zones. In particular, Beijing and Seoul's agreement to be more proactive in managing this problem was ineffective concerning the level of enforcement and how it was done. Rising tensions were evident in December 2010, where two Chinese fishermen died after a South Korean Coast Guard vessel collided with their boat. In addition, South Korea's integrity in solving such illegal fishing disputes was further questioned in 2012 when a 44 year-old Chinese fishermen died after being hit by a rubber bullet that was fired by a South Korean Coast Guard. Illegal fishing in African nation's territorial waters have been committed by South Korean owned vessels. Deep sea fishing vessels owned by the Seoul headquartered Sajo Oyang Corporation have documented incidents of labour abuse and breach of local New Zealand environmental regulations. South Korea has a prolonged maritime dispute with China after both states agreed to the terms set out by the UN Convention on the Law of the Sea. This convention sought out to regulate international waters and ensure that each state can claim a zone within 200 nautical miles of its coast. It allowed the state to control and take charge of what occurs within those waters. Whilst the ratification of the convention was settled in 1996 by both countries, it occurred that their declared zones were overlapping across the Yellow Sea. It was argued by South Korea that for a fair and equitable agreement, the 'median line' principle was to determine who had the right to claim the overlapped area. However, China disagreed, and insisted that their population and as well as their coastal extent should be the determining factor in this dispute.