Chinese Consumer Power Ushers in a New Golden Age for Norwegian Salmon
On October 28th, the "Norway-China Seafood Summit 2025" was held in Qingdao as scheduled. On the eve of the 28th China International Fisheries Expo (CFSE), this conference became the focus of the global seafood industry.
Representatives from the Norwegian Seafood Council, Chinese importers, and e-commerce platforms discussed the future direction of Sino-Norwegian seafood trade. Data shows that China has become Norway's third-largest seafood export market, with a growth rate far exceeding that of Europe and the United States.
Explosive Chinese Consumption Drives 116% Surge in Norwegian Salmon Sales
Christian Chramer, CEO of the Norwegian Seafood Council (NSC), pointed out at the conference that the performance of the Chinese market in 2025 is "astounding."
From January to September 2025, Norway exported 69,376 tons of salmon to China, with an export value of 6.19 billion Norwegian kroner, representing year-on-year increases of 112.1% and 66.5%, respectively.
Norwegian salmon is the largest category of Norwegian seafood exports to China, with the market share of chilled whole salmon in China rising from 43% last year to 65% this year. Currently, Norwegian salmon accounts for nearly 60% of the Chinese market, far exceeding the pre-pandemic level of 40%.
China is the largest export market for Norwegian Arctic shrimp. From January to September 2025, Norway exported 7,482 tons of Arctic shrimp to China, with an export value approaching 400 million Norwegian kroner. The export volume and value of Norwegian Arctic shrimp to China increased by 484% and 560% year-on-year, respectively, leading the global market in growth rate. Sigmund Bjorgo, Director of the Norwegian Seafood Council in China, further revealed that China has surpassed Italy this year to become the world's fifth-largest salmon consumer, with total imports expected to reach 167,000 tons for the year.
“This market is growing almost twice as fast as the US market,” said Bi Siming. “E-commerce, new retail, and young consumers are redefining how salmon is eaten and purchased.”
E-commerce + Community Stores: China Becomes a New Engine for Norwegian Salmon
While traditional restaurant growth is slowing, retail and e-commerce channels in China have become the main drivers of Norwegian salmon sales.
Statistics show that in the first half of this year, the growth rate of the restaurant channel was only 1.1%, while e-commerce and new retail grew by more than 100%.
In China, salmon sales channels are expanding from traditional supermarkets, e-commerce, and restaurants to social media and live-streaming platforms such as Xiaohongshu and Douyin. Even processing plants are promoting their products through live-streaming.
China's urban population is growing rapidly. Oxford Economics predicts that China will add 145 million middle-class people between 2020 and 2030. Salmon is penetrating from first-tier cities and provincial capitals into lower-tier cities. Whether in Japanese restaurants, retailers' physical stores and online malls, or through emerging e-commerce channels, Norwegian salmon is reaching more and more consumers' tables.
From Norway to China: Deepening Cooperation
In his speech, Chramer emphasized that technological innovation and digital cooperation are key to the future of seafood trade between the two countries.
“China is a global leader in e-commerce, and Norwegian companies hope to learn from China’s digital marketing experience and bring these models back to Europe.”
He also pointed out that in the future, Norwegian exporters will work with Chinese partners to explore new areas such as cold chain logistics optimization, live-streaming e-commerce cooperation, and AI-driven pricing management, promoting a more efficient and sustainable seafood trade.
“When global consumers talk about salmon, they think of Norway; and when Norwegians talk about the future, they will definitely mention China,” Chramer said.
From “Selling Fish” to “Creating a Market Together”
By 2025, the relationship between China and Norway in seafood will no longer be a one-way export and import. From the supply chain to the consumer end, the Chinese market is becoming an innovation testing ground and growth engine for Norwegian seafood brands.
Salmon is moving beyond high-end dining tables and integrating into daily life. This is not only a change in consumption trends but also a signal of reshaping the global marine economic landscape.
China’s consumer vitality is propelling Norwegian salmon into a new “golden age.”
SMEOCEAN, headquartered in Qingdao, also visited the China Fisheries Exhibition. SMEOCEAN has consistently provided high-quality anchor chains for mooring systems to salmon farms worldwide, quietly contributing to the development of the salmon market and jointly building a new era of marine economic prosperity.
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