Southeast Asia

Southeast Asia is an exciting region for Norwegian seafood. The markets vary greatly in terms of culture, food traditions, and consumer habits. Our representative Åshild Nakken works alongside our local staff from the office in Bangkok, covering Thailand, Taiwan, Vietnam, and Malaysia.

Focus areas by market:
•    Thailand: Salmon, trout, and mackerel
•    Taiwan: Salmon and mackerel
•    Vietnam: Salmon, mackerel, shellfish
•    Malaysia: Trout

You’ll find more detailed information about each market in the attached market plans.

Market Size and Export Statistics

Among the prioritized markets in Southeast Asia, Vietnam is the largest consumer market for seafood, followed by Thailand, Malaysia, and Taiwan.

In 2024, Norway exported a total of 150,000 tonnes of seafood to the region, valued at NOK 8 billion. Thailand was the largest individual market by value, with NOK 3.1 billion and 43,000 tonnes exported. Vietnam was the largest by volume, with 72,000 tonnes worth NOK 2.7 billion.

The export value to the region increased by 12% in 2024, driven by value growth particularly for mackerel and trout. Volume increased by 13%, with growth across all three main species.

Species Composition:
•    Salmon dominates exports, accounting for over 50% of the total export value.
•    Mackerel is the second largest, with 20% of the value and 41% of the volume.

Market Insights by Species
•    Salmon
Norway holds a market share of over 60% in Thailand, Taiwan, and Vietnam. Key competitors include Chile, Australia, and the UK. Consumers are well aware of Norway as a country of origin.
•    Mackerel
Norway is the leading supplier of Atlantic mackerel in Thailand, Vietnam, and Taiwan, with around 90% market share. Competition comes from Pacific mackerel from Japan, China, and Korea, as well as some Atlantic mackerel from the UK. The value chain is familiar with the quality of Norwegian mackerel, though this is less known among consumers.
•    Trout
Norwegian trout is the market leader in Thailand (76%) and Malaysia (94%). Consumers often struggle to distinguish trout from salmon.
•    Shellfish
Norwegian king crab holds a market share of 41%, while Russian crab accounts for 46%. Russian crab is banned in certain markets, which may lead to increased competition in Vietnam.

For more specific information on market size, market access, and our activities in each country, please refer to the attached market plans.

Market Plans – Southeast Asia