Southeast Asia

Southeast Asia is an exciting region for Norwegian seafood. It is a region with great variations in culture, food and traditions. Our country representative, Åshild Nakken, works together with out local employees from the office in Bangkok to ensure the best conditions for Norwegian seafood in Thailand, Taiwan, Vietnam and Malaysia.

The species in focus are salmon, trout and mackerel in Thailand, salmon and mackerel in Taiwan, salmon and shellfish in Vietnam, and trout in Malaysia. You can read more about the individual plans for each market below.

Of the mentioned markets, Vietnam is the largest seafood market in terms of consumption, followed by Thailand, Malaysia and Taiwan. The seafood exports from Norway reached 154 thousand tonnes to the region in 2023, and the value was 8,5 billion NOK’s. The largest market for Norwegian exports was Thailand, reaching an export value of 2,7 billion NOK and 39 thousand tonnes. Vietnam is the largest market for Norwegian exports in terms of volume, with 62 thousand tonnes in 2023. The value of seafood exports from Norway to the region grew by 9 percent in 2023, well helped by strong salmon export values. The volume fell marginally, with lower salmon volumes, but higher mackerel volumes. The exports are dominated by salmon, which stands for more than 60 percent of the exports to the region. Mackerel is the second largest species, with 35 percent of the exports.

The focus in 2024 will be to continue building knowledge for Norwegian salmon, mackerel and shellfish through activities in the markets. In 2024 there will be campaigns in retail for salmon in Thailand, Vietnam, Taiwan and Malaysia. In addition, there will be social media campaigns in all markets, and TV time for salmon in Thailand. As for salmon, there will be campaigns for mackerel in both stores and social media.