NSC hits the mark with Salmon Campaign in Thailand

NSC hits the mark with Salmon Campaign in Thailand

The Norwegian Seafood Council (NSC), our premium member, is proud to report on the successfully increased popularity of Norwegian Salmon, with more than doubled exports to Thailand in the past five years. And there is still a great potential for exports in the future. 

Norwegian salmon has gained popularity in Thailand, especially due to the sushi trend. There are now around 5,700 Japanese restaurants in Thailand serving Norwegian salmon, trout, and mackerel.

Salmon exports to Thailand have more than doubled in the past five years, reaching nearly 2 billion kroner in 2024. With a population of over 70 million and 35 million tourists annually, there is still great potential for increased exports.

In 2024, Norwegian seafood was heavily promoted on YouTube and social media, with campaigns featuring superstar Yaya, resulting in increased awareness and purchase intention for Norwegian salmon. 

Norwegian Seafood Council, responsible for the marketing, reports the campaigns have successfully increased awareness from 89% to 95%, purchase intention from 87% to 92%, and Norwegian salmon as the first choice increased from 65% to 76%. More Thai people now associate Norwegian salmon with healthy food.

“Analyses of the campaign results show that the advertisement not only reached a broad audience, but also engaged people to a great extent,” says Åshild Nakken, seafood envoy to Southeast Asia.

Click below to watch “The Amazing Journey of Norwegian Thai Taste” featured superstar Yaya.

About Norwegian Seafood Council 

The Norwegian Seafood Council works with the Norwegian fisheries and aquaculture industries to develop markets for Norwegian seafood through local market intelligence, market development and reputational risk management. The Seafood Council is headquartered in Tromsø, Norway and maintains local offices in thirteen of Norway’s most important international markets. The Southeast Asia office is located in Bangkok and covers Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. The Norwegian seafood industry finances the activities of the Norwegian Seafood Council via a tariff on all Norwegian seafood exports. The Norwegian Seafood Council is a public company owned by the Ministry of Trade, Industry and Fisheries.

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