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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
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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
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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
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Chapter 4: Conclusion and key takeaways
Key takeaways
Summary
Download the report
Chapter 3
Inside the Chinese shopping basket
Table of content
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