To meet surging demand in China, NSC opened its official account on WeChat, offering Chinese consumers diversified and creative recipes that feature seafood from Norway, inspiring them to enjoy the delicacies at home. At the same time, local value chain partners can also use the recipes for their marketing and consumer communication activities.

NSC also partnered with offline retailers such as Freshippo and Sam's Club to host offline retail tasting campaigns of Norwegian seafood, including salmon, mackerel and Arctic cod.

"At the upcoming China International Import Expo, NSC, for the first time, will have a stand. We are representing the whole of the Norwegian seafood industry, as well as eight Norwegian seafood companies that are official participants at the 'Seafood from Norway' booth," Thorud said.

"We have a long-term commitment to the Chinese market. We are excited to participate in the event on behalf of the Norwegian seafood industry and tap opportunities for deeper and closer cooperation between Norwegian and Chinese seafood industries. We will jointly develop the market and create win-win results," he said.