China drives growth in Norwegian salmon exports as salmon sashimi turns 40

The Norwegian Seafood Council celebrated the 40th anniversary of salmon sashimi in Beijing on Tuesday, joining Chinese industry partners to look back on Norwegian salmon's rise and discuss future opportunities in China.

Dignitaries pose for a photo during the "Norwegian Salmon – The Original Sashimi" 40th Anniversary Celebration at the Norwegian Embassy in Beijing, Sept. 9, 2025. [Photo courtesy of the Norwegian Seafood Council]

Norwegian Ambassador to China Vebjørn Dysvik said China has become the country's third-largest seafood market, boosted by sharp growth in volumes this year.

"For Norwegians, seafood is more than a product; it's part of who we are," he said. "Our history and commitment to the oceans, combined with strict sustainability and food safety requirements, ensure that consumers in China and everywhere can enjoy Norwegian salmon raw."

Norway's top export, seafood, has found a major growth engine in China, one of its key trading partners. From January to August 2025, Norwegian seafood exports to China surged 43% year on year to 8.01 billion kroner ($805 million), pushing China from sixth to third place among Norway's seafood export markets and marking the fastest growth among the top 10. Norwegian salmon is the leading category in seafood exports to China.

Ambassador Dysvik said: "The demand for safe, healthy and tasty seafood is steadily growing in China, and we are honored to meet this need by offering top-tier nutrition from the cold waters of Norway. The Norwegian government has great ambitions to increase seafood exports, both in volume and species. The Chinese market plays an important role in achieving these ambitions."

The worldwide taste for salmon sushi and sashimi began in the 1980s, when Norway introduced Atlantic salmon to Japan as a raw delicacy. The fish's rich fat and firm texture appealed to sushi chefs and diners, driving demand and turning salmon into one of the world's most popular seafoods.

Today, Norway remains the world's largest producer of Atlantic salmon, accounting for more than half of global output and maintaining its leading position in the industry.

Sigmund Bjørgo, China director of the Norwegian Seafood Council, said China's salmon market is showing unprecedented momentum. By the first quarter of this year, China had become the world's sixth-largest export market for Atlantic salmon, with the fastest growth among the top 10 global markets. 

From January to August 2025, Norwegian salmon exports to China rose 120% year on year to 61,303 tons, with export value up 66% to 5.4 billion Norwegian kroner.

China is now Norway's fifth-biggest salmon export market and the fastest-growing in the global top 10. Norway's market share in China climbed from 39% in January to 71% in June, the highest in 15 years, he said.

A specially made salmon sashimi, created to mark the 40th anniversary celebration, is displayed at the Norwegian Embassy in Beijing, Sept. 9, 2025. [Photo courtesy of the Norwegian Seafood Council]

Norwegian salmon is becoming a staple of Chinese dining. The expansion of e-commerce and new retail channels has created a hybrid offline-digital market, unlocking new potential. From supermarkets, fresh-cut outlets and restaurants to instant delivery and cold-chain logistics, Norwegian salmon is becoming part of Chinese daily life faster and more widely than ever.

Bjørgo said the Norwegian Seafood Council plans to raise its China market budget by 70% to capture growing demand, with future efforts targeting digital growth and local partnerships. The council is teaming up with fresh-cut salmon brands Jingzhe, JORJEL and Wecook, along with platforms including Ele.me, Xiaohongshu and WeChat, to expand its online reach and push innovative marketing.

The event celebrated 40 years of salmon sashimi while looking ahead to future growth. "As the 'Original Sashimi,' Norwegian salmon will continue to uphold its commitment to quality and sustainability," said Bjørgo. "We look forward to joining more partners in China, increasing investment and cooperation, and further unlocking the growth potential of Norwegian seafood in the Chinese market."