Norwegian salmon has gained significant popularity in Thailand, largely driven by the growth of sushi consumption. The country now hosts around 5,700 Japanese restaurants, a number that continues to rise. Many of these establishments serve Norwegian salmon, trout, and mackerel. Over the past five years, the value of Norwegian salmon exports to Thailand has more than doubled, reaching around USD 187 million in 2024.
Despite this success, Thailand’s large population of over 70 million and 35 million annual tourists suggests there is further potential for growth in Norwegian seafood exports. The Norwegian Seafood Council continues its marketing efforts to increase the awareness and preference for Norwegian salmon and other seafood. These campaigns have contributed to consistent export growth and increased consumer interest. Recent promotional efforts have resulted in record levels of awareness and purchase intention for Norwegian salmon.
Åshild Nakken, appointed as the Norwegian Seafood Council’s envoy to Southeast Asia, has focused on promoting Norwegian seafood in several countries, with Thailand being the largest market. In the first half of 2024, Norwegian seafood gained significant exposure on platforms like YouTube and social media, garnering millions of views.
In the second half of the year, a major campaign featuring Thai-Norwegian celebrity Yaya was launched. The campaign included advertisements on TV, digital platforms, and outdoor screens. Sales of Norwegian seafood in supermarkets increased by an average of 16%. Surveys showed significant improvements in consumer awareness, purchase intention, and perception of Norwegian salmon’s taste and health benefits.
(Source: Seafood Media)
