Norwegian Seafood Exports to Vietnam Surge in Early 2025

The Norwegian Seafood Council (NSC) announced that Norwegian seafood exports to Vietnam continued their impressive growth trajectory in the first half of 2025, building on the success of 2024. According to the NSC, Vietnamese consumers are increasingly seeking out high-quality, fresh seafood that is farmed and harvested in a sustainable manner.

In the first seven months of 2025, Norway exported a total of 88,500 tonnes of seafood to Southeast Asia, an increase of 13% compared to the same period last year. This amounted to a total value of NOK 5.4 billion (approximately VND 14 trillion), driven by strong demand for species such as salmon, trout, and mackerel. This represents a 10% increase in value over the first seven months of 2024. Fresh salmon and trout exports saw a significant volume increase of 31%, reaching 41,259 tonnes, while total value grew by 4% to NOK 3.5 billion.

Total Norwegian seafood exports to Vietnam in the first seven months of 2025 reached 32,400 tonnes, maintaining a stable volume compared to the previous year. The value of these shipments, however, saw a remarkable increase, rising by 17% to NOK 1.5 billion (approximately VND 4 trillion) compared to the same period in 2024. This robust performance solidifies Vietnam’s position as one of Norway’s most important markets in Southeast Asia and reflects a strong consumer trust in the "Seafood from Norway" brand.

Through enhanced strategic partnerships between the NSC and local partners, Norwegian seafood has become more accessible to Vietnamese consumers, from importers and distributors to retailers and food service businesses. Major Vietnamese retailers have embraced Norwegian seafood, strengthening the presence of these products in the market. With an average per capita seafood consumption of 34 kg per year, Vietnamese consumers now have greater access to sustainably sourced, high-quality Norwegian seafood. These collaborations are enriching Vietnam’s seafood options with top-tier, responsibly sourced products that meet growing consumer demand.

Fresh salmon remains the leading import product in Vietnam, while Norwegian frozen salmon is also widely popular, particularly the demand for salmon belly for use in sushi. This has driven a deeper market entry for Norwegian seafood products. Total Norwegian salmon exports to Vietnam increased by 18% in volume to 12,500 tonnes, with a value of NOK 628 million (approximately VND 1.608 billion), a 7% increase from the same period in 2024. The volume of fresh salmon saw a significant jump of 42% to 4,900 tonnes, while frozen salmon products also grew by 12% to 5,500 tonnes. Norwegian mackerel exports were also notable, with a 22% increase in volume to 11,900 tonnes, and a 59% increase in value to NOK 332 million (approximately VND 850 billion). This strong growth is a testament to Norway's focus on high quality, sustainability, and traceability, which have built significant trust with Vietnamese consumers and businesses. 

Åshild Nakken, the NSC's Regional Director for Southeast Asia, emphasized that the foundation of the Norwegian seafood industry is its commitment to responsible development and maintaining a natural balance in the environment. Norway's deep fjords, where clean and cold currents flow year-round, provide an ideal environment for salmon to grow naturally. Combined with sustainable farming methods, modern technology, and a strict quality control system at every stage, the NSC assures global consumers not only of authentic fresh taste but also of premium quality and peace of mind. “With this impressive growth, Vietnam is now one of the key markets for Norwegian salmon in Southeast Asia. We are very excited to continue strengthening our strategic partnerships with our Vietnamese partners.”

To celebrate the 40th anniversary of Norwegian salmon's role in popularizing Japanese sushi and to bring the high-quality Norwegian salmon experience closer to consumers, the Norwegian Seafood Council is expanding its activities in August to strengthen partnerships and promote Norwegian seafood in Vietnam. A major highlight is the signing of strategic cooperation agreements with major Japanese restaurant chains, Zumwhere and Morico.

From August 18 to September 30, customers can indulge in premium sushi and sashimi made with fresh Norwegian salmon at partner restaurants of the Norwegian Seafood Council, including Zumwhere, Morico, Basta Hiro, and Botejyu. These restaurants feature special menus designed to celebrate the flavor and texture of Norwegian salmon. Diners will also have the chance to participate in a lucky draw to win prizes such as a football jersey or a signed football from international football superstar and NSC global brand ambassador Erling Haaland, a convenient cutlery set, or a premium travel bag.

In partnership with leading supermarket chains like Homefarm, Vimexfood, and Kome88, the Norwegian Seafood Council is also making high-quality, authentic Norwegian salmon more accessible. During the same period, customers at these partner stores will receive attractive gifts from the "Seafood from Norway" brand with their purchases.

Additionally, the Norwegian Seafood Council will host the "Norwegian Salmon Academy" in Ho Chi Minh City to enhance the skills of chefs and seafood professionals. The program is designed to improve knowledge and preparation skills of Norwegian salmon for retailers, seafood counter staff at supermarkets, and those working in the Vietnamese seafood industry. This comprehensive program will provide knowledge and information on the superior quality, sustainability, preparation and storage methods, and the flexible and diverse culinary applications of Norwegian salmon. The Norwegian Seafood Council will issue certificates to participants of the Salmon Academy. These collaborative activities are expected to further broaden the presence of Norwegian seafood in the Vietnamese market while fostering a closer trade relationship between the two countries.

The NSC's sustainable development policy aligns perfectly with the values of Vietnamese consumers, where 82.2% of consumers prioritize sustainably sourced seafood. The Norwegian seafood industry's commitment to transparency, traceability, and environmental protection has made its products a preferred choice in a market that increasingly values sustainability.

The "Seafood from Norway" brand serves as a guarantee of the quality and origin of Norwegian seafood, solidifying Norway's reputation as a premium seafood supplier in Vietnam. This globally recognized brand helps establish a strong presence for Norwegian seafood in the Vietnamese market, symbolizing a commitment to quality and sustainable sourcing. 

In 2025, the presence of football superstar Erling Haaland as a global ambassador for Norwegian seafood has proven exceptionally effective. Haaland's worldwide popularity has helped enhance the presence of Norwegian seafood in international markets, including Vietnam, where he is beloved by young football fans. The combination of the "Seafood from Norway" brand and Haaland has played a crucial role in strengthening Norway's position as a leading provider of high-quality seafood.

These achievements and future development plans highlight the exceptional economic partnership between Vietnam and Norway. Through continuous efforts to improve consumer access to Norwegian seafood products, Norway remains committed to meeting the growing demand for premium seafood in Vietnam, paving the way for sustainable development and mutual benefits for both nations.