Urassaya Sperbund, is a Thai-Norwegian actress, presenter, model, and influencer with millions of social media followers.

Norway's Salmon Campaigns Succeed in Thailand

THAILAND
Thursday, March 13, 2025, 00:10 (GMT + 9)

Norwegian salmon is now the top choice for nearly 8 out of 10 Thais.

Norwegian salmon has become popular in Thailand, driven significantly by the growth of sushi. Thailand now boasts approximately 5,700 Japanese restaurants, a number that continues to rise. These establishments frequently serve salmon, trout, and mackerel, often sourced from Norway. In five years, the value of salmon exports to Thailand has more than doubled, reaching almost 2 billion kroner (U$D 187M) in 2024.

Despite this success, with a population exceeding 70 million and 35 million annual tourists, there's potential for further export growth. The Seafood Council maintains strong and consistent marketing efforts in Thailand to increase awareness and preference for Norwegian salmon and other seafood. These campaigns have proven effective, with steady growth in exports, awareness, and preference. Recent salmon campaigns have resulted in new highs for awareness and purchase intentions.

Åshild Nakken -->

Year-Round Promotions

Åshild Nakken assumed the role of the Norwegian Seafood Council's envoy to Southeast Asia last summer. Her responsibilities include promoting Norwegian seafood exports to Thailand, Malaysia, Vietnam, the Philippines, Indonesia, Singapore, and Taiwan. Thailand is the largest market among these for Norwegian seafood, including mackerel, fjord trout, and salmon.

In the first half of 2024, Norwegian seafood received significant exposure on YouTube and social media. Videos featuring Norwegian mackerel, salmon, and trout, Norwegian nature, and Norwegian seafood dishes garnered tens of millions of views.

"Analysis of the campaign results shows that the advertising not only reached a broad audience but also engaged people to a great extent," says the seafood broadcaster.

Building on this foundation, Nakken launched a major seafood campaign in the second half of the year, featuring superstar Yaya.

Before and After

Yaya, or Urassaya Sperbund, is a Thai-Norwegian actress, presenter, model, and influencer with millions of social media followers. She has previously promoted Norwegian seafood with positive results, and last year was no different.

Press Conference in Bangkok: Åshild Nakken (left) and Yaya launched the major seafood campaign in early August, with significant media presence. The campaign continued until Christmas.

From August to December, Norwegian salmon, trout, and mackerel were featured in classic Thai dishes at restaurants nationwide. Norwegian salmon also received advertising on TV, in major supermarket chains, on outdoor screens, and through digital and social media, all featuring Yaya.

"During the campaign, supermarket chains reported an average 16% increase in Norwegian seafood sales," Nakken reports.

Ipsos, an analysis agency, measured the following results for salmon before and after the campaign:

• Total awareness of Norwegian salmon increased from 89% to 95%.
• Purchase intention increased from 87% to 92%.
• Norwegian salmon as the first choice increased from 65% to 76%.
• Association of Norwegian salmon with healthy food increased from 83% to 90%.
• Awareness of the Seafood from Norway logo increased from 83% to 88%.
• Perception of Norwegian salmon's taste improved from 87% to 91%.
• 88% of respondents reported seeing the commercial.

All campaign elements, including videos and TV spots, were well-received.

[Quote from the Ipsos survey]

 [One of the promotional videos with Yaya]

Expanding Market Share

Norwegian salmon already enjoyed a strong position in the Thai market, but Åshild Nakken emphasizes the importance of continued efforts.

"Positive associations, high awareness, and high preference for Norwegian salmon are essential to promote further growth and increase market share," she states.

Yaya will continue to feature in Norwegian seafood campaigns in Thailand in 2025, appearing on materials in supermarkets, videos, and media posters.

The seafood sector represents over half of all Norwegian exports to Thailand, with fresh salmon for raw consumption being the primary export. Norway is the leading salmon exporter to Thailand.

With a 70% share, there's still room for growth in the Atlantic salmon market. The seafood broadcaster suggests that Norway can capture a larger share by introducing Norwegian salmon, as well as trout and mackerel, in traditional Thai dishes, targeting restaurants and eateries.

In 2020, Norway exported 14,119 tonnes of salmon to Thailand. In 2024, the volume reached 18,971 tonnes, a 34% increase. In the same period, the value increased by over 125%. In the first two months of 2025, exports of salmon and trout have increased by 21% in value and 32% in volume.

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