According to the Norwegian Seafood Council (NSC), by November 2025, exports of fresh Norwegian salmon to Viet Nam are expected to reach approximately 7,500 tons, a 42% increase year-on-year, far exceeding the regional average growth rate of 31%.

Viet Nam has therefore become the fastest-growing market in Southeast Asia for Norwegian fresh salmon in 2025, reflecting a growing consumer trend favoring high-quality and nutritious food amidst continuously improving living standards.

“Vietnamese consumers are increasingly favoring fresh salmon products, a significant milestone indicating that the market is reaching maturity,” said Åshild Nakken, NSC Southeast Asia Director. “The group most affected is young urban families, especially those with young children, who prioritize fresh, traceable, and nutritious food.”

For consumers of this generation, Norwegian salmon is transforming from an occasional treat into a familiar ingredient in daily meals. The growing concern for health and food safety has also made the "Seafood from Norway" label a trusted indicator for parents when choosing the best nutrition for their children.

Demand for Norwegian salmon has also surged thanks to a rapidly expanding distribution network. From the rise of Japanese-style restaurants and upscale hotels to the increasing number of fresh seafood counters in supermarkets, consumers in major cities can find the product more easily than ever before.

Brand visibility also plays a crucial role in market growth. NSC's collaboration with football star Erling Haaland as a global ambassador for "Seafood from Norway" created a strong connection in Viet Nam, where football is always beloved. This campaign, along with strategic partnerships with domestic food businesses, helped reinforce the image of Norwegian salmon as synonymous with peak performance, health, and purity.

Source: Tin Tuc News

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