Following strong momentum in 2025, exports of fresh Norwegian salmon to Vietnam rose a further 16 per cent in the first two months of 2026 compared with the same period last year. Frozen salmon products also recorded robust growth, with total volumes increasing by around 37 per cent, according to the Norwegian Seafood Council (NSC).
Speaking at a seminar during the Food & Hospitality Vietnam 2026, director of NSC's Southeast Asia region, Åshild Nakken, said the strong performance was driven by an expansion of retail distribution, rather than a traditional focus on high end hotel and restaurant segments.
She also highlighted rising incomes and living standards in Vietnam, alongside a growing middle class increasingly shifting towards premium food consumption.
“Consumers are prioritising high quality and trustworthy food. Our next step is to work with partners to strengthen consumer confidence in Norwegian salmon, built on consistent quality, sustainable production and full traceability,” she said.
The council is also stepping up efforts to promote the “Seafood from Norway” trademark, making it easier for consumers to identify Norwegian origin products at retail points.
Meanwhile, Norway and the European Free Trade Association bloc are negotiating a free trade agreement with Vietnam. If signed, import tariffs on Norwegian seafood could fall to zero, opening significant opportunities for both exporters and importers.
Against this backdrop, the council expects Vietnam to maintain strong growth momentum throughout 2026 and beyond. Its participation in Food & Hospitality Vietnam 2026 in Ho Chi Minh City is part of broader efforts to deepen partnerships and expand commercial ties.
Retail push and digital sales channels gain traction
To support market development, the council is ramping up joint promotional campaigns with retail and food service partners, guided by market insights and category strategies.
Ashild Nakken noted that households with consumers aged between 20 and 34 are showing a strong preference for premium seafood, making them a key target segment for upcoming campaigns.
Beyond salmon, Norwegian king crab and brown crab are also gaining popularity among younger Vietnamese consumers. Once limited to five star hotels and restaurants due to their high price, Norwegian king crab has become a social media sensation, with Vietnam now the second largest market in Asia for Norwegian king crab consumption.
At the event, Nguyen Ky Philip, founder and chief executive of Dao Hai San, a partner of the council in Vietnam, said Norwegian seafood is increasingly appearing in everyday meals, particularly salmon due to its nutritional value and suitability for all age groups.
The company has developed new product lines, not only salmon but also a wider range of Norwegian seafood, to meet rising and diversifying consumer demand.
Alongside in store sales, the retailer has accelerated its shift to online channels, including its website, food delivery platforms and emerging platforms such as TikTok Shop.
“Dao Hai San was the first seafood and sashimi retailer to launch on TikTok. We are not just selling quality products but also creating excitement through KOL campaigns and promotional events, as we understand the rising expectations for online shopping experiences. Sometimes customers buy simply because they enjoy it,” Philip said.
Ashild Nakken also revealed that Norway is set to return to the FIFA World Cup 2026 for the first time since 1998, presenting a major opportunity to promote the Seafood from Norway brand in partnership with global ambassador Erling Haaland, whose popularity resonates strongly in a football loving market such as Vietnam.