The launch ceremony for the Q3 2026 Norwegian salmon promotional campaign took place on September 10 in Ho Chi Minh City, marking the Norwegian Seafood Council’s (NSC) largest initiative in Vietnam this year.
The event brought together industry partners, nutritionists, chefs, and culinary enthusiasts to explore the story of Norwegian salmon through sushi - a globally recognized dish now familiar to Vietnamese consumers.
The promotion comes as Vietnam and Norway celebrate the 55th anniversary of diplomatic ties, serving as a catalyst for boosting bilateral trade.
In 2025, Norway’s fresh salmon exports to Vietnam reached approximately 7,900 tones, representing a 40 percent surge compared to the previous year.
Bilateral commercial prospects received a further boost in July 2026, when Vietnam and the European Free Trade Association (EFTA) - of which Norway is a member - concluded negotiations on a Free Trade Agreement (FTA). Once signed, ratified, and entered into force, the agreement is expected to unlock broader market access for Norwegian goods, including seafood, into the Vietnamese market.
Norwegian salmon continues to strengthen its presence in Vietnam. According to the latest survey by the NSC, 52 percent of Vietnamese respondents expressed a preference for Norwegian salmon, though many consumers still mistakenly assume their favorite salmon originates from Japan.
Ms. Åshild Nakken, NSC’s Southeast Asia Regional Director, noted that Vietnamese households and diners are increasingly incorporating salmon into their daily diets, making origin awareness a crucial factor in consumer decision-making.
She emphasized that Norwegian salmon is farmed under stringent quality and food safety standards. The Norwegian Food Safety Authority monitors the entire value chain, while the Institute of Marine Research independently tests fish before market placement, ensuring safety and quality from processing and chilling through transportation and distribution.
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