Åshild Nakken, Southeast Asia Director at the Norwegian Seafood Council, says exports of fresh Norwegian salmon to Vietnam have fallen sharply in 2026.
Export volume has dropped by 16 percent, while export value has declined by 14 percent. Nakken points to stronger competition from Australian salmon and higher freight costs following disruptions to global shipping routes.
The figures mark a reversal from the beginning of the year. In March, ScandAsia reported that Vietnam had become the fastest-growing Southeast Asian market for Norwegian salmon, with fresh salmon exports rising by 16 percent during the first two months of 2026.
The decline comes despite a Norwegian Seafood Council survey showing that 52 percent of Vietnamese respondents prefer Norwegian salmon. According to the council, many consumers associate salmon sushi with Japan without knowing that the fish may come from Norway.
The council has therefore launched its largest Vietnamese salmon campaign of the year with retailers and restaurant chains including Lotte Mart, MM Mega Market, Morico, Botejyu and Sushi Bon.
Nakken also expects the planned EFTA–Vietnam free trade agreement to strengthen Norway’s competitiveness by reducing import tariffs once it enters into force.
Source: Vietnam News
