Norwegian Seafood Council bolsters Vietnamese partnerships

The NSC signed a strategic partnership with Golden Gate Group (GGG), one of Vietnam’s top food and beverage chains, on November 27. The collaboration reflects NSC’s commitment to building impactful partnerships beyond simple promotion. By joining forces with GGG, NSC aims to increase the presence of Norwegian seafood in Vietnam, providing high-quality options for consumers while sharing best practices in sustainability and seafood handling.

The deal underscores NSC’s dedication to establishing trusted, long-lasting partnerships in the Vietnamese market, while supporting economic growth and sustainable practices.

On the same day, NSC held an appreciation dinner to honour its strategic Vietnamese partners, celebrating the achievements and collaborative spirit that have brought Norwegian seafood to tables nationwide.

As one of the NSC's critical Southeast Asian markets, Vietnam is home to a growing consumer base that values high-quality, sustainably sourced seafood. NSC’s approach to this dynamic market has focused on fostering long-term partnerships with local players, emphasising mutual growth through knowledge exchange, skill enhancement, and elevated industry standards.

"Our partnership with Vietnamese retailers and seafood professionals goes beyond business. It’s a commitment to sustainability and quality that benefits both sides," said Åshild Nakken, NSC’s regional director for Southeast Asia. "By working together, we’re bringing the best of Norwegian seafood to Vietnam under the guaranteed 'Seafood from Norway' trademark, while supporting industry growth and fostering consumer trust in responsibly sourced products."

According to NSC’s consumer research, 84 per cent of Vietnamese shoppers consider the country of origin a critical factor when purchasing seafood like salmon. This insight highlights the success of NSC’s efforts to introduce responsibly sourced Norwegian seafood to Vietnam and the appreciation Vietnamese consumers have for traceable, premium products.

Beyond retail partnerships, NSC has also invested in developing local culinary talent through its Norwegian Salmon Academy. This educational initiative, previously launched in Hanoi, made its debut in Ho Chi Minh City in late November. The academy provided specialised training for chefs, culinary professionals, and retail staff, equipping them with skills to handle, prepare, and sell Norwegian salmon. With over 180 participants, the academy has empowered Vietnamese professionals, enhancing their expertise and raising industry standards.

"The Norwegian Salmon Academy is more than just a training course; it’s a testament to our commitment to quality and a celebration of culinary craftsmanship," said Nakken. "We’re thrilled to support local professionals who share our dedication to excellence."

NSC's recent promotional campaigns have successfully connected Norwegian seafood with Vietnamese consumers through an expanding network of retail partners. These efforts have strengthened Norway's position in Vietnam, which has emerged as the fifth fastest-growing market for Norwegian seafood globally.

In the fourth quarter, NSC will launch a promotional campaign with key partners such as GGG and Royal Seafood. This campaign will offer attractive gifts to consumers who purchase Norwegian seafood at participating stores.

Each promotional event allows consumers to experience the unique qualities of Norwegian seafood first hand, strengthening the bond between Norway’s seafood heritage and the Vietnamese market. By placing Norwegian seafood in well-known retail outlets, NSC aims to make premium, sustainably sourced seafood more accessible and recognisable.

Looking to the future, NSC aims to deepen its impact here, focusing on partnerships that bring Norwegian seafood to more households, restaurants, and professional kitchens. With 82 per cent of Vietnamese consumers showing a preference for sustainably sourced seafood, NSC’s initiatives resonate strongly, offering both premium quality and environmental responsibility.

NSC envisions a future where Norwegian seafood is synonymous with quality, sustainability, and exceptional taste in Vietnamese cuisine by supporting culinary education, forming meaningful alliances, and driving consumer engagement through in-store promotions. Through its dedicated efforts, NSC lays the groundwork for a robust, sustainable market for Norwegian seafood, ensuring Vietnamese consumers enjoy the best Norway has to offer.

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