BANGKOK — The Norwegian Seafood Council (NSC) has launched a new campaign, ‘Norwegian Thai Taste: Valuable Ingredients…for Thai Food in 4 Regions’, aiming to expand its market in Thailand by partnering with local restaurants and stores nationwide.
Ms. Åshild Nakken, Director of Southeast Asia for the NSC, announced the initiative, which builds on the success of the ‘The Story from the North’ campaign in 2022. The campaign kicked off in Bangkok on August 1 at Gaysorn Tower with Thai-Norwegian actress Yaya-Urassaya Sperbund who will join to promote Norwegian seafood in Chiang Mai, Phuket, and Khon Kaen throughout this month.
“We are thrilled to offer a taste of the great variety of Thai cuisine from four regions. This campaign, in collaboration with local restaurants and partner shops, aims to increase awareness of Norwegian seafood among Thai consumers and attract new potential partners across the country,” said Nakken.
The campaign ‘Norwegian Thai Taste: Precious Ingredients…for Thai Cuisine from 4 Regions’ is being promoted through various media channels and the creation of special menus at three main local restaurants: Wan Lamun in Chiang Mai, Tu Kab Khao in Phuket, and Heuan Kham Nang in Khon Kaen.
Promotions are also being held at partner stores, including Makro, Tops, Big C, Lotus, Foodland, and Thammachat Seafood nationwide, from August to September 2024.
The campaign launch was honored by Mrs. Astrid Emilie Helle, the Norwegian Ambassador to Thailand and Cambodia, and Chef Jip-Chaprapat Dapachutitsan, an experienced chef and contestant on Hell’s Kitchen Thailand.
Chef Jip showcased dishes from all four regions, including grilled Norwegian saba with starfruit salad and Japanese seaweed representing the Central region, salmon khao soi from the North, Norwegian saba with yellow curry from the South, and Isan-style steamed salmon with Thai herbs from the Northeast.
According to NSC data, Norwegian seafood imports to Thailand reached 9.5 billion baht ($268 million) in 2023, a 103% increase compared to 2020. For the first half of 2024, imports were valued at 4.8 billion baht ($135.5 million), a 3% increase from the same period last year.
Thailand, which is a significant consumer of Japanese food, imports tens of thousands of tons of Norwegian salmon each year, making it the largest importer in Southeast Asia. The NSC estimates that Norwegian seafood imports to Thailand, particularly salmon, saba, and fjord trout, will exceed 10 billion baht ($282 million) in 2024.
Nakken is confident that seafood imports to Thailand will continue to grow in the latter half of the year, unaffected by the strong baht. “Each year, Norway exports a large amount of seafood to Southeast Asian countries, with Thailand being the number one trading partner for importing salmon, Norwegian saba, and fjord trout.”
Two years ago, imports of these three types of fish to Thailand were around 30,000 tons. Additionally, 74% of Thai consumers who enjoy Japanese food, such as sushi or sashimi, are aware that most of the salmon used in Japanese restaurants comes from Norway, and 44% of the saba used in these restaurants is also sourced from Norway,” she said.
“Norwegian seafood, such as salmon, Norwegian saba, and fjord trout, have unique flavors and textures. They are versatile in a variety of dishes and have a strong market presence due to their farming and harvesting in Norway’s cold, clear seawater, which provides perfect conditions for growth. Norwegian fisheries also prioritize sustainability. This campaign offers a valuable opportunity for Thai food entrepreneurs to integrate Norwegian seafood into their menus,” Nakken concluded.
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