Norwegian salmon exports to China rose sharply in June, with the Norwegian Seafood Council linking part of the growth to its marketing campaign featuring football star Erling Haaland.
According to the Norwegian Seafood Council (NSC), Norway exported 10,889 tonnes of salmon to China in June. That was a 31% increase compared with the same month last year.
The export value reached NOK 840 million (around US$86 million), up 21% year-on-year.
The NSC said its “Haaland: I Choose Salmon from Norway” campaign has helped attract more attention to Norwegian salmon among Chinese consumers.
“The campaign has contributed positively to this momentum by increasing consumer attention and interest in Norwegian salmon,” said Sigmund Bjørgo, the NSC’s China director.
Launched in June, the campaign is running throughout the FIFA World Cup. It has expanded to more than 950 retail stores across China.
The campaign has also gained traction online. On Chinese social media platform Xiaohongshu, the “I Choose Salmon from Norway” hashtag has generated nearly 700,000 impressions and more than 1,800 posts.
Many users have shared photos of Haaland-themed displays in supermarkets, while others have searched for stores participating in the promotion.
The NSC said Haaland’s growing popularity in China, combined with increased interest in football during the World Cup, has helped raise awareness of Norwegian salmon.
Bjørgo added that long-term success will still depend on product quality, freshness and reliable supply. He said the council will continue working with Chinese partners to make Norwegian seafood more widely available.
