Bringing the Story of Norway’s Coastal Communities to Life
Seafood from Norway has launched its latest campaign, ‘The Story from the Sea,’ in collaboration with Yaya – Urassaya Sperbund, actress and Seafood from Norway Thailand ambassador. The campaign takes audiences on a journey to the heart of Norway’s coastal communities through a captivating short film, inviting Thai consumers to discover the people, traditions and stories behind Norwegian seafood.
The campaign also extends the experience through the ‘From Sea to Sky: Salmon Passport – Dine, Delight and Fly to Norway’ promotion, giving Thai consumers the chance to win an exclusive trip to Norway and experience the country’s seafood culture firsthand.
Beyond Seafood: Discovering the Stories Behind the Sea
Building on Yaya Urassaya’s long-standing journey with Seafood from Norway—from visiting the origins of Norwegian seafood to bringing one of Thailand’s largest immersive seafood pop-up experiences to the country—the ‘The Story from the Sea’ campaign goes beyond the food itself to explore the heart of Norway’s coastal communities.
Through Yaya’s perspective, the campaign introduces audiences to fishing communities, aquaculture farms, chefs and local families whose lives are deeply connected to the sea. It reflects a growing interest among Thai consumers who are looking beyond premium-quality seafood to discover the stories, people and places behind the food they choose.
Oshild Nakken, Regional Director for Southeast Asia, Norwegian Seafood Council (NSC), said:
“For Norwegians, seafood has always been more than just food. It is an integral part of our culture, communities and way of life. Through ‘The Story from the Sea,’ we want Thai consumers to meet the people behind Norwegian seafood and experience the culture and values that have shaped our coastal communities for generations. Through the ‘From Sea to Sky: Salmon Passport – Dine, Delight and Fly to Norway’ promotion, we also hope to inspire more people to experience Norway and its seafood culture for themselves.”
As a long-standing representative connecting Thai and Norwegian cultures and Seafood from Norway Thailand ambassador, Yaya – Urassaya Sperbund brings her unique perspective to the campaign. She said:
“This journey was very meaningful to me. Norway is an important part of who I am, and working with Seafood from Norway has given me the opportunity to get to know the people and communities whose daily lives are closely connected to the sea. What impressed me most about this trip was the strong connection between food, family and nature. I’m excited to share these experiences and invite everyone to discover them with me.”
Norway’s Seafood Story Continues to Grow in Thailand
The campaign comes as seafood continues to enjoy strong popularity and sustained growth in Thailand, which is the second-largest seafood market in Southeast Asia.
From January to July 2026, the value of Norwegian seafood exports to Thailand increased by 7%, reaching approximately THB 7 billion (NOK 2.051 billion). Meanwhile, imports of fresh Norwegian salmon and Norwegian Fjord Trout increased by 15%, reaching a total of 20,488 tonnes.
Seafood from Norway continues to strengthen Norway’s position as a leading seafood nation by showcasing not only premium products such as Norwegian Salmon, Norwegian Fjord Trout and Norwegian Mackerel, but also the people, craftsmanship and commitment to sustainability behind them.
From the Sea to the People
‘The Story from the Sea’ invites Thai consumers to look beyond what is on the plate and discover the culture and way of life that surround Norway’s seafood traditions.
The campaign’s short film captures the beauty of Norway’s coastal communities, intimate encounters with local people, and conversations filled with personal stories and memorable moments. The film is available here and across Seafood from Norway’s YouTube, Facebook, Instagram and TikTok channels from 1 September 2026.
For more information about Seafood from Norway and the ‘From Sea to Sky: Salmon Passport – Dine, Delight and Fly to Norway’ promotion, visit the official website, Facebook and Instagram.
