Norwegian Seafood Council strengthens Thailand’s role as a regional strategic seafood hub at THAIFEX – Anuga Asia 2026

28 May 2026

Norwegian Seafood Council strengthens Thailand’s role as a regional strategic seafood hub at THAIFEX – Anuga Asia 2026

Norwegian Seafood Council, our premium member, is hosting a unique showcase at THAIFEX – Anuga Asia 2026, offering an immersive journey into the world of Norwegian seafood, taking place from 26–30 May 2026 at IMPACT Muang Thong Thani.

Thailand emerged as one of Norway’s most strategically important seafood markets in Asia and a gateway to Southeast Asia, thanks to its unique combination of captivating, digitized consumer trends, tourism and hospitality competences, foodservice infrastructure, and regional connectivity.

Despite a significantly stronger Norwegian krone, rising freight costs, geopolitical tensions, and disruptions linked to the conflict in the Middle East impacting seafood market globally, Thailand continued to record positive growth in both value and volume for Norwegian seafood overall.

From January to April 2026, Norwegian seafood exports to Thailand reached THB 4.5 billion (NOK 1.288 billion), an 8% increase in value compared to the same period in 2025. Fresh salmonid imports, comprising Salmon and Fjord Trout, grew by 17% in volume to 11,511 tons, while export value increased by 14%. Notably, 97% of Norwegian salmonids imported into Thailand arrived fresh, reinforcing Thai consumers’ growing appetite for premium-quality seafood. While Norwegian Saba reported an increase of 6% in value, but a reduction of 28% in volume due to reduced stocks.

Mr. Christian Chramer, Chief Executive Officer, Norwegian Seafood Council (NSC), said, “Thailand continues to be one of the most dynamic and strategically important markets for Norwegian seafood in Asia as it is evolving beyond a consumer market into an integrated part of the Norwegian seafood value chain, supporting processing, foodservice solutions, retail development, and regional redistribution throughout Southeast Asia. This development aligns with rising demand across ASEAN for premium, traceable, and high-quality seafood products as consumers become increasingly health-conscious and quality-driven. We see significant long-term opportunities for growth throughout the region.”

At Seafood from Norway Pavilion at THAIFEX – Anuga Asia 2026, 20 Norwegian seafood exporters are showcasing premium seafood products, food processing and aquaculture innovation. Seafood from Norway also appointed a Culinary Expert, Chef Willment Leong, the founder of Thailand Culinary Academy, who brings forth his know-how in the culinary scene, encouraging young families to invest in high quality, sustainable seafood and educate children about nutrition and wellbeing to create lifelong healthy eating habits.

Ms. Åshild Nakken, Southeast Asia Regional Director, Norwegian Seafood Council (NSC), said, “Thailand remains a highly important market for Salmon, Fjord Trout, and Norwegian Saba. This year, Seafood from Norway is tapping into the continued rise of urban dining culture to accelerate mainstream seafood consumption among young Thai families who increasingly associate Norwegian seafood with health, wellness, lifestyle, and aspirational dining experiences. Together with our strong partnership networks in Thailand, we are creating a Norwegian seafood culture that drives both local and regional demand for years ahead.”

Within the Thai market, consumer awareness of Seafood from Norway origin mark continued to grow through the support of various integrated marketing campaigns. Salmon has evolved significantly from a luxury restaurant product toward a more accessible, lifestyle protein consumed across retail, restaurants, food delivery, and home dining. Initiatives such as ‘Salmon Saturday’ encouraged consumption beyond special occasions, promoting Salmon as part of weekly meal plan. At the same time, Norwegian Saba is being introduced as an affordable premium superfood and nutritious seafood option with broader mass-market appeal under Norwegian Saba’s ‘Fish and Firm’ campaign and the upcoming ‘Fish Fever’ campaign that celebrates Norway qualifying for the 2026 World Cup for the first time in 28 years, alongside Seafood from Norway’s global brand ambassador, Erling Haaland, a mega football star. For more information about Seafood from Norway’s latest campaigns, please visit website, Facebook, or Instagram.