China is a growing market for Norwegian seafood, especially salmon. On this page you can read about our plans for the Chinese seafood market, market access and more.


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Andreas snakker om Kina

The Chinese seafood market

Globally, the Chinese market is one of the most dynamic and exciting markets to work with. The Norwegian Seafood Council has an office along with the consulate in Shanghai. Our seafood envoy in China is Andreas Thorud. Locally, he works alongside market advisors Savindar Xie and Vicky Chen.

The Chinese market holds immense importance for Norwegian seafood exporters across various sectors such as salmon, mackerel, and cod products. With a staggering total seafood consumption of 58.8 million tons in 2020 and a steadily increasing per capita consumption of 40 kg over the past three years, China stands as the largest seafood market globally. In the salmon sector, Norway's export constitutes 4% of the market's total value. Despite the bilateral protocol and packaging requirements in the trade between Norway and China, Norwegian salmon has maintained a significant presence, contributing nearly half (48%) of the fresh salmon supply in 2022. The retail sector has witnessed growth, especially in online sales, highlighting changing consumer habits. Addressing market access requirements and focusing on sustainability and origin labeling are pivotal for Norway's continued success in the Chinese seafood market.

Additionally, Norwegian pelagic species, notably mackerel, have found normalized access in the dynamic Chinese seafood market. Comprising a notable portion of the mackerel supply, Norwegian mackerel has ventured beyond traditional restaurant use and is expanding into the retail sector. The increasing health-conscious consumer base, seeking products rich in Omega-3 content, has enhanced the appeal of Norwegian mackerel. Nonetheless, raising consumer awareness and distinguishing Norwegian mackerel from local counterparts are challenges to be addressed. Exploring opportunities across business-to-business (B2B) and business-to-consumer (B2C) sectors remains crucial for Norway's continued success in the Chinese mackerel market.

Moreover, the Chinese market represents a pivotal arena for Norwegian cod products, with 6.1% of the country's total imported seafood attributed to Norway. Norway has witnessed a rise in Atlantic cod supply to China, amounting to 23 500 tons, and according to our research, Norwegian cod has increased on average 15% annually, in the past three years. As the dominant supplier of Atlantic cod, Norwegian cod products primarily penetrate large retail chains, gaining traction for their perceived high quality and value for money. Yet, challenges persist regarding consumer familiarity with Arctic cod's unique attributes and cooking methods, necessitating effective consumer education to bridge this gap in the Chinese market's evolving landscape.

Conferences and seminars

Conferences and seminars

Conferences and seminars

Shanghai, China

The Norwegian Seafood Council has the pleasure of inviting Norwegian seafood exporters to join us for the Norwegian Seafood Pavilion at World Seafood Shanghai (WSS) 28th to 30th of August 2024.

See all conferences and seminars

Market access

Latest news about market access

    News archive


    Norwegian seafood exports to China


    Check out our marketing tools for China

    Market activities salmon

    Download our market activity plan for salmon 2024

    Activity plan salmon 2024

    Market activities white fish

    Download our market activity plan for white fish 2024

    Activity plan white fish 2024

    Market activities pelagic 2024

    Download our activity plan for pelagic species 2024

    Activity plan mackerel 2024

    Market activities shellfish 2024

    Download our activity plan for shellfish 2024

    Activity plan shellfish 2024

    All Norwegian seafood exporters need to be registered at the Norwegian seafood council

    Exporters can register via our website. The estimated time to process the application is around 1 week from the day of the application.

    Fill out the form


    The Norwegian Seafood Council's office in China is located in Shanghai. The director in China is Victoria Braathen.


    Our marketing advisor in China is Savinar Xie.


     Visit our consumer-oriented web page for China:

    Norwegian Seafood Council
    Royal Norwegian Consulate General
    Bund Center, No.222 Yan'an Road
    Shanghai 200002, PRC

    +86 186 0132 7270