China's post-1990s and post-2000s generations have become a significant force in transforming consumption during the Spring Festival holiday season, with products that are healthy, emotionally engaging and social media-friendly gaining prominence.

Among these, salmon has emerged as a key festive staple, increasingly chosen for family gatherings, holiday meals and even as gifts.

According to the 2025 Freshippo Spring Festival Consumption Report, sales of ready-to-eat salmon surged by 66 percent year-on-year during the 2025 Chinese New Year holiday, with peak demand occurring on Chinese New Year's Eve.

Salmon's growing popularity during Chinese New Year reflects both its alignment with evolving consumer preferences and the changing nature of holiday meals.

As consumer behavior evolves, the upcoming holiday season has become an important consumption window for Norwegian salmon, creating new growth opportunities for the industry.

The Norwegian Seafood Council has highlighted the significance of this trend, noting that the festive season has become an increasingly critical time for salmon sales in China.

In 2025, Norwegian salmon exports to China reached 90,906 metric tons, marking a 99 percent year-on-year increase. The value of these exports also saw a significant jump, rising to 8.1 billion Norwegian kroner ($840.4 million), a 59 percent increase compared to the previous year. This growth is attributed to a sharp rise in Chinese salmon consumption and Norway's increased market share in the country, said NSC.

As of November, imports of Atlantic salmon into China had risen by 48 percent year-on-year, with Norway's market share growing from 41 percent to 57 percent. Sigmund Bjorgo, China director of the NSC, said: "This growth is driven by the high popularity of salmon, competitive pricing and the large supply that China demands. Additionally, expanding sales channels and improving distribution in smaller Chinese cities have significantly contributed to this success."

The NSC's export results for 2025 show strong growth across multiple categories. Total exports for the year reached 2.8 million tons, with a record export value of 181.5 billion Norwegian kroner, up 4 percent compared to 2024. This equates to 38 million seafood meals consumed globally every day.

Christian Chramer, CEO of the NSC, said: "2025 was a challenging year with lower quotas and high prices for our key species. However, the year was characterized by strong volume growth in salmon exports, and despite a lower salmon price, it was still a record year for Norwegian seafood exports in terms of value."

Norwegian seafood's strong performance is not just a product of favorable international trade conditions, but also a result of strategic efforts. The NSC has focused heavily on market expansion in China, where demand for Norwegian seafood has soared.

Alongside salmon, Norwegian coldwater prawn has also seen significant growth in China. In 2025, exports of Norwegian coldwater prawn to China exploded, reaching 8,392 tons and generating an export value of 450 million Norwegian kroner, an increase of 244 percent and 345 percent, respectively, compared to the previous year. China is now the largest global market for Norwegian coldwater prawn and also the fastest-growing market.

The NSC has actively promoted Norwegian coldwater prawn in China, with initiatives like participating in the 2025 Asia-Pacific Aquatic Products Expo and Dalian Seafood Festival in May, where Norwegian suppliers showcased their products to Chinese buyers.

This was followed by additional appearances at major industry events like the Shanghai International Fisheries & Seafood Exhibition and the China Fisheries &Seafood Expo. These efforts have helped raise awareness and establish a stronger market presence for Norwegian seafood in China, according to the NSC.

China's evolving consumption trends and the growing popularity of products like salmon present significant opportunities for Norwegian seafood exporters. As Chinese consumers increasingly prioritize health, convenience and premium ingredients, Norwegian seafood, especially salmon, has positioned itself as a key player in both festive and everyday consumption.