Vietnam becomes fastest growing market for Norwegian salmon in Southeast Asia
Norwegian salmon are expected to deliver continued, robust growth in Vietnam in 2026, supported by a strong macroeconomic backdrop and a shift toward premium food choices, the Norwegian Seafood Council (NSC) said.
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According to NSC, exports of Norwegian fresh salmon to Vietnam rose 16 percent in volume year on year as of February, while frozen salmon also recorded strong growth, with combined volumes up about 37 percent.
This strong start builds on 2025, when exports of fresh Norwegian salmonids to Vietnam reached about 7,900 tonnes, up 40 percent year on year, making Vietnam the fastest growing market in Southeast Asia.
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| Ms. Åshild Nakken, Director for NSC Southeast Asia speaks at the event. (Photo: NSC) |
Supported by Vietnam’s current strong macro fundamentals and a projected 7.2 percent rise in real household spending in 2026, the outlook for continued strong growth in Norwegian salmon in Vietnam remains positive.
“In 2026, our priority is partnership. By deepening collaboration with Vietnamese trade partners and expanding our network, we can support sustainable growth for businesses and for the market,” said Ms. Åshild Nakken, Director for NSC Southeast Asia.
“As consumers are shifting toward high quality, trustworthy food, the next step is to build trust at scale by working together to reinforce Norwegian salmon’s key strengths in high quality, sustainability and traceability.”
The data indicates Norwegian fresh salmonids are increasingly part of everyday diets in Vietnam, with volumes rising about 26 percent from 6,281 tonnes in 2023 to about 7,900 tonnes in 2025, and have taken a steadily larger share of NSC’s exports to Vietnam in recent years.
NSC’s presence at Food & Hospitality Vietnam 2026 in Ho Chi Minh City, including an exhibition booth and a partner seminar, formed part of Norway’s activities to mark 55 years of diplomatic relations with Vietnam, with partnership as the central theme.
Ms. Åshild Nakken said these initiatives at the expo and throughout 2026 to strengthen collaboration are intended not only to deliver commercial value, but also to deepen people to people links that support the continued advancement of bilateral ties.
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| In 2026, NSC will strengthen trust with Vietnamese consumers and businesses by expanding consumer education on Norwegian fresh salmon’ nutritional profile. (Photo: NSC) |
While NSC’s booth at the expo provided a platform to showcase Norwegian seafood offerings and their key strengths, NSC also hosted a seminar bringing together eight leading seafood exporters from Norway and local partners across retail and foodservice and market experts to discuss market developments, explore new opportunities and actions that support trusted trade and sustainable growth.
In 2026, NSC will strengthen trust with Vietnamese consumers and businesses by expanding consumer education on Norwegian fresh salmon’ nutritional profile, clean origin and stringent quality assurance across the supply chain.
A key part of this effort is the continued push for Seafood from Norway labelling, helping consumers identify trusted origin at the point of choice and giving trade partners a clear tool to communicate quality assurance.
In addition, NSC will also expand practical capability building, from the Norwegian Salmon Academy for chefs and retail seafood teams to wider value chain training, alongside industry seminars that align partners on handling standards and quality expectations.
To support partners in growing the market sustainably, NSC will accelerate joint promotion campaigns across retail and foodservice, backed by market insights and category guidance. Stronger brand visibility is also expected to support the category’s momentum.
With Norway set to return to the FIFA World Cup in 2026 for the first time since 1998, NSC sees a strong opportunity to further leverage its global partnership with football star Erling Haaland, the Seafood from Norway ambassador, whose profile continues to resonate in Vietnam, a football-loving market.
Ms. Åshild Nakken said, NSC's work will continue to stay focused on ensuring Vietnamese consumers have reliable access to safe, high quality Norwegian seafood, and supporting sustainable business growth for partners across the value chain.
