In addition, the council has partnered with 30 Chinese retail partners and football superstar Erling Haaland to launch the nationwide "Haaland: I Choose Salmon from Norway" campaign, one of the largest and most extensive national consumer campaign ever launched by Norwegian seafood in China. It is expected to reach approximately 750 stores in nearly 180 cities across the nation.

As a top striker for Manchester City Football Club, Norwegian football player Haaland is one of the most celebrated superstars in global football today and has high awareness among China's salmon consumers. As the absolute core of the Norway national team, Haaland will lead the squad to compete in the upcoming World Cup, which marks Norway's return to the World Cup finals stage after a 28-year absence.

"We are thrilled to launch this campaign alongside our Chinese industry partners this summer. Notably, we have joined forces with 10 important salmon processing companies nationwide to provide robust supply chain support, ensuring 'Haaland's Choice' (Norwegian salmon) makes its way to consumers' tables," said Bjorgo.

He added that China has been the world's locomotive in the salmon market over the past years, being the most growing market. The Chinese salmon market is already the world's second-largest, up from being the 8th largest in 2023. He expects the Chinese salmon market to continue its growth, estimating the Chinese salmon market to grow 10-20 percent annually over the next three to five years.

"China is one of the most dynamic and promising markets for Norwegian salmon, filling us with confidence and anticipation. We look forward to working hand in hand with our Chinese partners to further expand the development space for Norwegian seafood in the Chinese market," said Bjorgo.