Amid growing consumer focus on product origin and quality, Norway continues to cement its position as the largest supplier of Atlantic salmon in the Vietnamese market...

Speaking at an event introducing the Norwegian salmon promotional campaign held on September 10, 2026, in Ho Chi Minh City, the Norwegian Seafood Council (NSC) stated that Norwegian salmon is enjoying an expanding presence in Vietnam as consumers place greater emphasis on product origins and quality.

According to Åshild Nakken, NSC's Southeast Asia Director, Norwegian seafood currently serves 38 million meals daily worldwide. The narrative behind the origins of Norwegian seafood is built upon three pillars: nature, people, and responsibility.

Four decades ago, Norway introduced Atlantic salmon to sushi and sashimi. Japan subsequently recognized salmon as a fish suitable for raw consumption. Today, raw salmon dishes have become a global trend.

It is estimated that roughly 30% of Norwegian salmon is currently consumed raw in sushi and similar preparations. Norwegian salmon is likewise seeing an increasingly prominent footprint in the Vietnamese market.

According to the NSC, Norway remains Vietnam's largest supplier of Atlantic salmon, with a total volume of 22,407 metric tons, of which fresh salmon accounts for 6,828 tons. Chile ranks second with 13,175 tons (597 tons of fresh fish), followed by the United Kingdom with 4,349 tons, Australia with 2,331 tons, New Zealand with 54 tons, and the Faroe Islands with 78 tons. This leading position has been maintained despite whole Norwegian salmon facing a 10% tariff and salmon fillets bearing a 15% duty.

The promotion of Norwegian salmon coincides with Vietnam and Norway celebrating 55 years of diplomatic relations while striving to boost bilateral trade ties. In July 2026, Vietnam and the European Free Trade Association (EFTA)—which includes Norway—concluded negotiations on a Free Trade Agreement (FTA). Once signed, ratified, and entered into force, the agreement is expected to broaden market access for Norwegian goods, including seafood, entering Vietnam.

Consequently, fresh Norwegian salmon—a major supply source currently subject to import tariffs—could see improved competitiveness, drawing closer to Vietnamese businesses and consumers.

According to the NSC's latest survey, 52% of surveyed Vietnamese consumers favor Norwegian salmon, though many still mistakenly believe their preferred salmon originates from Japan.

Åshild Nakken noted that Vietnamese households and diners are incorporating salmon into their diets with increasing frequency. Consequently, understanding product origins is a vital factor enabling consumers to make informed choices.

"Norwegian salmon is farmed under stringent food safety and quality control regimes. The Norwegian Food Safety Authority oversees the entire supply chain, while the Institute of Marine Research independently tests the salmon before it reaches the market. From processing and chilling to transportation and distribution in Vietnam, products undergo strict temperature monitoring to preserve freshness and texture," Nakken affirmed.

Furthermore, salmon aligns well with the modern lifestyle of Vietnamese consumers across flavor, nutrition, convenience, and origin metrics. It can be used in sushi, Japanese dishes, and a variety of modern Vietnamese culinary recipes while being rich in protein, Omega-3 fatty acids, and essential nutrients.

From a nutritional standpoint, choosing fish extends beyond origin to encompass consumption frequency and portion sizes. According to Dr. Dang Ngoc Hung, Director of the Nutrition Research & Consulting Institute (NERCI), origin is a critical factor when selecting salmon, as product quality is shaped throughout its entire growth cycle.

Across the "Blue Zones"—the world's five regions with the highest longevity—common dietary principles include prioritizing plant-based foods, simple preparations, and regular fish consumption in moderate portions. Norway also belongs to the group of high-longevity nations where seafood forms an intrinsic part of daily meals.

"Fish should be consumed roughly three times a week in moderate portions, paired with rice and plenty of vegetables, while prioritizing smaller fish positioned midway up the food chain," Dr. Hung recommended, noting that salmon suits various age groups within a household. Expectant and nursing mothers should pay attention to DHA and iodine intake, whereas older adults can benefit from easily digestible proteins, vitamin D, and other vital nutrients.

Accompanying the NSC's Norwegian salmon promotional campaign are retail and food service partners including Lotte Mart, Mena Gourmet, Mega Market, Morico, Botejyu, and Sushi BON. According to the NSC, this represents its largest-scale initiative in Vietnam in 2026.

Under the campaign, participating supermarket systems and restaurant chains nationwide will roll out special menus, in-store promotional offers, salmon tasting sessions, and interactive experiences. This gives consumers an opportunity to explore the journey of Norwegian salmon from Norway's pristine waters through Japanese culinary traditions to Vietnamese dining tables.

The NSC highlighted that a core focal point of the campaign is the narrative of how Norwegian salmon became an integral part of Japanese cuisine. While sushi has been intertwined with Japanese culture for centuries, Norwegian salmon was only introduced into sushi through "Project Japan"—a collaborative initiative launched in 1985 between Norwegian salmon suppliers and Japanese importers, chefs, and restaurants.

The Norwegian Seafood Council (NSC), operating under the Norwegian Ministry of Trade, Industry and Fisheries, represents the country's seafood exporters. The Council is tasked with market development, communications, marketing, education, and value-addition initiatives for Norwegian seafood across more than 25 countries, including Vietnam.

Source: VnEconomy