Seafood from Norway Launches “Story from the Sea”
Seafood from Norway unveils “The Story from the Sea” campaign capturing Yaya-Urassaya’s journey through the heart of Norway
The Norwegian Seafood Council, one of our Premium Members, has launched a new campaign, “The Story from the Sea,” featuring actress and Thailand presenter Yaya-Urassaya Sperbund on a journey through Norway’s coastal communities. The campaign, supported by the “From Sea to Sky: Salmon Passport” promotion, invites Thai audiences to discover the people, traditions, and way of life behind Norwegian seafood.
Bangkok, Thailand, 2 September 2026 – Seafood from Norway today launched its new campaign, ‘The Story from the Sea’, featuring actress and Seafood from Norway’s Thailand presenter, Yaya-Urassaya Sperbund, on a journey through Norway’s coastal communities. Through a cinematic storytelling series, Thai audiences are invited to discover the people, traditions, and way of life behind Norwegian seafood. The campaign is supported by the ‘From Sea to Sky: Salmon Passport’ promotion, giving consumers the chance to win trips to Norway.
Building on the success of Yaya-Urassaya’s journeys with Seafood from Norway over the years, from introducing Norway as a seafood nation to bringing its first and largest immersive pop-up experience to Thailand, ‘The Story from the Sea’ carried audiences beyond the seafood into the heart of Norway’s coastal communities, with Yaya travelling across Norway to meet fishermen, aquaculture experts, chefs, families, and local residents whose lives have been shaped by the sea for generations. From fishing communities and family traditions to modern seafood farming and innovation, the series reveals how the sea continues to shape lives across Norway today. The campaign reflects the growing interest among Thai consumers not only in premium seafood, but also in the stories, people and places behind the food they choose.
Ms. Åshild Nakken, Southeast Asia Regional Director, Norwegian Seafood Council (NSC), said, “Seafood has always been more than food in Norway. It is part of our culture, our communities and our way of life. Through ‘The Story from the Sea,’ we want Thai consumers to meet the people behind Norwegian seafood and discover the traditions and values that have shaped our coastal communities for generations. Together with our ‘From Sea to Sky: Salmon Passport’ promotion, we hope to inspire more people to experience Norway and its seafood culture for themselves.”
As a Thai-Norwegian cultural bridge and long-time presenter for Seafood from Norway in Thailand, Yaya-Urassaya brought a unique perspective to the campaign. Yaya-Urassaya Sperbund, Seafood from Norway’s Thailand Presenter, said, “This journey was deeply personal for me. Norway has always been an important part of my identity. The experience with Seafood from Norway this round allowed me to connect with the people and communities whose lives are shaped by the sea every day. What impressed me most was the close connection between food, family, and nature. I’m excited to share those experiences with audiences in Thailand.”
The campaign came as Norwegian seafood continued to strengthen its presence in Thailand, the second most important seafood market in Southeast Asia. From January to July 2026, total seafood exports from Norway to Thailand increased by 7%, valued at approximately Baht 7 billion (NOK 2.051 billion), while the volume of fresh Norwegian Salmon and Fjord Trout increased by 15% (totalling 20,488 tonnes). Seafood from Norway has worked to increase awareness of Norway as a seafood nation by highlighting not only premium products such as Norwegian Salmon, Fjord Trout, and Norwegian Mackerel (Saba), but also the people, craftsmanship, and sustainability values behind them.
Through breathtaking coastal scenery, authentic local encounters, and heartfelt conversations, ‘The Story from the Sea’ aimed to inspire Thai consumers to look beyond the plate and appreciate the culture that surrounds Norwegian seafood. This cinematic storytelling was released across Seafood from Norway Thailand’s digital platforms, including YouTube, Facebook, Instagram, and TikTok, beginning 1 September 2026, and can be viewed here.
For more information about Seafood from Norway and the ‘From Sea to Sky: Salmon Passport’ in-store promotion, please visit the website, Facebook, or Instagram.
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