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01
Chapter 1: Introducing China
Executive Summary: The year of China
Urban spread and social shift: How global trends show up in Chinese seafood
2025 market snapshot: Norwegian seafood in China & Scale and diversity
Interview: Sigmund Bjørgo, NSC Country Director – China
Mega cities to middle class: Tier-one snapshot and the middle-class boom
02
Chapter 2: It’s all about sashimi
Consumer marketing: A taste for salmon and the Norwegian appeal
Interview: Savindar Xie, NSC Marketing Adviser, Global Operations
Marketing, last-mile delivery and growing comfort levels
Interview with Novel Sharma, Seafood Analyst at Rabobank
Opportunity and growth
Interview with Louis Harkell, Journalist, Undercurrent News
03
Chapter 3: Inside the Chinese shopping basket
Inside the Chinese shopping basket
Freshness is king
Bought or considered
Online inspiration and the convenience gap
Interview with food influencer Ren Yunli
A tourist perspective: China comes to Norway
Interview with Francisco Torres, Dragøy Operations Manager
04
Chapter 4: Conclusion and key takeaways
Key takeaways
Summary
Download the report
The China Report
Seafood Trends 2026
Download the report
Chapter 1: Introducing China
How this supersize country is turning into a key seafood importer
Executive Summary:
The year of China
Urban spread and social shift:
How global trends show up in Chinese seafood
2025 market snapshot:
Norwegian seafood in China & A vast and diverse market
Interview:
Sigmund Bjørgo, NSC Country Director China
Mega cities to middle class:
Tier-one snapshot and the middle-class boom
Read chapter 1
Chapter 2: It’s all about sashimi
Spotlight on the drivers of Chinese seafood
Consumer marketing:
A taste for salmon and the Norwegian appeal
Interview:
Savindar Xie, NSC Marketing Adviser, Global Operations
From app to table:
Marketing, last-mile delivery and growing comfort levels
Interview:
Novel Sharma, Seafood Analyst at Rabobank
Opportunity and growth
Interview:
Louis Harkell, Journalist, Undercurrent News
Read chapter 2
Chapter 3: Inside the Chinese shopping basket
How Chinese consumers shop and the impact of Chinese tastes in Norway
Chinese consumer deep dive:
Inside the Chinese shopping basket
Freshness is king
Bought or considered
Online inspiration & The convenience gap
Interview:
food influencer Ren Yunli
A tourist perspective:
China comes to Norway
Interview:
Francisco Torres, Dragøy Operations Manager
Read chapter 3
Chapter 4: Conclusion and key takeaways
Bringing China’s mega cities down to sharing plate size
Key takeaways:
Norwegian seafood in China
Summary:
Bringing China’s mega cities down to sharing-plate size
Read chapter 4