Thailand is emerging as one of Norway’s most strategically important seafood markets in Asia and a key gateway to Southeast Asia. The country’s strengths lie in its increasingly digital-savvy and receptive consumer base, robust tourism and hospitality industries, comprehensive foodservice infrastructure, and strong connectivity to regional markets.

Despite challenges posed by a stronger Norwegian krone, rising freight costs, geopolitical tensions, and conflicts in the Middle East that continue to impact the global seafood industry, Thailand has maintained positive growth in both the value and volume of seafood imports from Norway. From January to April 2026, Norwegian seafood exports to Thailand reached THB 4.5 billion (NOK 1.288 billion), representing an 8% increase compared to the same period last year. Combined imports of salmon and fjord trout totaled 11,511 tonnes, up 17% in volume and 14% in value. Notably, 97% of salmon and fjord trout imported into Thailand were delivered fresh, reflecting the growing demand among Thai consumers for premium-quality seafood. Meanwhile, imports of Norwegian mackerel increased by 6% in value, although volume declined by 28% due to supply constraints.

Christian Chramer, Chief Executive Officer of the Norwegian Seafood Council (NSC), said: “Thailand remains one of the most dynamic and strategically important markets for Norwegian seafood in Asia. The country is evolving from being solely a consumer market to becoming a fully integrated player across the seafood value chain, encompassing processing, foodservice solutions, retail development, and distribution throughout Southeast Asia. This development aligns with growing demand across ASEAN markets for premium, traceable seafood products, driven by increasingly health-conscious consumers who place greater emphasis on quality. We see significant long-term growth opportunities across the region.”

At the Seafood from Norway Pavilion during THAIFEX – Anuga Asia 2026, more than 20 Norwegian seafood exporters showcased premium seafood products, processing innovations, and modern aquaculture technologies. Seafood from Norway also appointed Chef Wilment Leong, Founder of Thailand Culinary Academy, as its culinary expert to share his expertise and industry experience. His role includes encouraging young families to invest in high-quality seafood sourced from sustainable producers, while promoting nutrition education and healthy lifestyle habits from an early age.

Åshild Nakken, Regional Director for Southeast Asia at the Norwegian Seafood Council (NSC), commented:

“Thailand remains a highly important market for salmon, fjord trout, and Norwegian mackerel. This year, Seafood from Norway aims to build on opportunities created by the growth of urban dining culture and drive seafood consumption into the mainstream among modern Thai families. We are focused on connecting Norwegian seafood with concepts of health, wellness, lifestyle, and premium dining experiences through strong partnerships in Thailand. Together, we aim to establish a lasting culture of Norwegian seafood consumption that will sustainably drive demand both domestically and across the region.”

In Thailand, consumer awareness of the Seafood from Norway origin mark continues to grow through a variety of marketing initiatives. Salmon has evolved from being a premium restaurant menu item into an accessible, high-quality protein source for everyday consumption, available across retail channels, restaurants, delivery platforms, and home cooking.

The “Salmon Saturday” campaign has helped encourage consumption beyond special occasions, positioning salmon as a regular weekly meal choice. At the same time, Norwegian mackerel is being promoted as an accessible premium superfood that combines affordability with exceptional nutritional value. This positioning is being supported through the “Fish and Firm” campaign and the upcoming “Fish Fever” campaign, which builds on the excitement surrounding Norway’s qualification for the 2026 FIFA World Cup™, its first appearance in 28 years. The campaign also features global football superstar Erling Haaland, who serves as the global brand ambassador for Seafood from Norway.

For more information about the latest #SeafoodfromNorway campaigns, please visit the official website, Facebook page, or Instagram account.