Norway has launched a new nationwide seafood campaign in China featuring Norwegian football star Erling Haaland as demand for Norwegian salmon continues to grow in the Chinese market.
The campaign, titled “Haaland: I Choose Salmon from Norway”, was launched in Shanghai on 3 June by the Norwegian Seafood Council. The initiative aims to promote Norwegian salmon to Chinese consumers and strengthen Norway’s position in one of its most important export markets.
According to the Norwegian Seafood Council, China’s imports of whole Atlantic salmon reached 68,764 tonnes during the first four months of 2026, an increase of 54 percent compared with the same period last year.
Norway remains China’s largest supplier of Atlantic salmon. Between January and May, Norway exported 52,446 tonnes of salmon to China, up 55 percent year-on-year. China is now the second-largest market for Norwegian salmon, accounting for a 66 percent share of the country’s salmon imports during the first four months of the year.
The council said growing demand has been supported by the expansion of ready-to-eat sashimi production, faster delivery services, wider retail distribution, and increased online sales, making salmon more accessible to consumers across China.
