The objective of this study was to manufacture the sea water cooling apparatus for fish hold storage to extend the freshness of fish. Using the sea water cooling apparatus manufactured, it makes observations on the physicochemical and sensual properties of mackerel such as ATP and its related compounds, K-value, VBN, TMA, TBA, salt-concentration and skin color through storage. The results of this investigation showed that the values of physicochemical properties such as ATP and its related compounds, K-value, VBN, TMA, TBA increased gradually during storage in sea water cooling apparatus manufactured and the changes of skin color was inhibited also. From these results, it could be suggested that developed sea water cooling apparatus is effective in shelf-life extension of fishes.