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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
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Chapter 4
Conclusion and key takeaways
Table of content
Key takeaways
Summary