Norwegian seafood ramps up investment in China as soccer star Haaland fronts new campaign

The Norwegian Seafood Council (NSC) announced the launch of the "Haaland: I Choose Salmon from Norway" campaign on June 3 in Shanghai, further stepping up its investment in China amid strong growth momentum in the country's Atlantic salmon market.

Sigmund Bjorgo, China director of the Norwegian Seafood Council, speaks at a press conference in Shanghai, June 3, 2026. [Photo courtesy of Norwegian Seafood Council]

As a top striker for Manchester City, the Norwegian soccer player Erling Haaland is one of the most celebrated global superstars in the sport today. This year, as the centerpiece of the Norway national team, he will lead the squad in the upcoming FIFA World Cup. This marks Norway's return to the World Cup finals after a 28-year absence since the 1998 tournament in France.

Speaking about the ongoing collaboration, Haaland said in a statement: "I'm very happy to continue the partnership with Norwegian seafood. It feels natural to me, and it's something I'm proud to be a part of."

Years of intensive training and competition have led Haaland to maintain high standards when it comes to diet and nutrition. High-quality Norwegian seafood remains an indispensable part of his daily diet. As one of Norway's most influential athletes, the soccer player is a natural fit to represent Norwegian seafood, which is enjoyed by consumers around the world.

"We are thrilled to launch this campaign alongside our Chinese industry partners this summer. Notably, we have joined forces with 10 important salmon processing companies nationwide to provide robust supply chain support, ensuring 'Haaland's Choice' makes its way to consumers' tables," said Sigmund Bjorgo, China director of the Norwegian Seafood Council.

He added: "China is one of the most dynamic and promising markets for Norwegian salmon, filling us with confidence and anticipation. We hope that through Haaland's influence, more Chinese consumers will experience the premium quality and pure, delicious taste of Norwegian salmon. We also look forward to working hand in hand with our Chinese partners to further expand the development space for Norwegian seafood in the Chinese market."

As the largest national consumer campaign ever launched by Norwegian seafood in China, "Haaland: I Choose Salmon from Norway" will partner with 30 retail partners across China, reaching approximately 750 stores in nearly 180 cities, while also expanding its digital presence through collaborations with four major lifestyle and social media platforms in China.

The campaign will leverage the soccer star's image to engage consumers through both retail and digital channels while bringing the story of Norwegian salmon and its origin closer to Chinese consumers. The campaign is expected to generate millions of online impressions, aiming to inspire widespread engagement and enthusiasm for Norwegian salmon across the country.

A display of Norwegian salmon alongside a cutout of Erling Haaland at a press conference in Shanghai, June 3, 2026. [Photo courtesy of the Norwegian Seafood Council]

Leveraging the influence of Norwegian seafood ambassador and international soccer star Haaland, along with the excitement of the World Cup matches, the campaign will deliver a series of activities focused on product quality, consumer experience and origin education.

The Atlantic salmon market in China is continuing its rapid expansion. Data shows that in the first four months of 2026, China's import volume of whole Atlantic salmon reached 68,764 metric tons, a year-on-year increase of 54%. Notably, fresh whole salmon, which is primarily used for raw consumption, accounted for 86.5% of total imports, with import volume up 47% year on year. This reflects the robust demand for high-quality salmon for raw consumption in the Chinese market, Bjorgo noted.

As China's largest source of Atlantic salmon imports, Norway's export performance in the Chinese market has been particularly outstanding this year. From January to May, Norway exported 52,446 metric tons of salmon to China, marking a year-on-year increase of 55%, with export value reaching 4.76 billion Norwegian kroner, up 48% year on year. China has become the second-largest market for Norwegian salmon to date this year. Meanwhile, Norwegian salmon continues to maintain its leading market share in China, particularly in the fresh whole salmon segment, where Norway's market share reached a commanding 66% in the first four months of 2026.

This market growth is driven not only by growing consumer demand but also by the ongoing optimization of sales channels and supply systems. With the continuous development of cold chain logistics and distribution networks, salmon consumption is accelerating its expansion from first-tier cities into lower-tier markets across the country. Meanwhile, at-home consumption has emerged as a significant growth driver. According to research by the Norwegian Seafood Council, at-home consumption now accounts for 60% of Atlantic salmon consumption scenarios in China.