Industry – July 22, 2026
China: media credits ‘Haaland effect’ for June salmon surge
Chinese media have attributed a sharp increase in Norwegian salmon imports partly to the promotional power of footballer Erling Haaland, giving Norway’s latest marketing campaign unusually prominent consumer coverage.
Norway exported 10,889 tonnes of salmon to China in June, up 31% year on year, according to figures supplied by the Norwegian Seafood Council (NSC) to China’s state-run Global Times. Export value increased 21% to NOK 840 million (€71 million/$86 million).
The Global Times linked the growth to the June launch of “Haaland: I Choose Salmon from Norway”, which uses the Manchester City striker and Norwegian seafood ambassador in retail and social-media promotions.
That interpretation was subsequently amplified by other Chinese outlets, with one syndicated report describing “Haaland fever” as sweeping the country and presenting the footballer’s diet and sporting profile as endorsements of Norwegian salmon.
The campaign had reached more than 950 stores by early July. NSC also told the Global Times that its hashtag on Chinese social-media platform Xiaohongshu had attracted 696,000 impressions and more than 1,800 related posts by July 7.
Sigmund Bjørgo, NSC’s China director, said the Haaland campaign had “contributed positively to this momentum” by increasing consumer attention. However, he stopped short of attributing the 31% increase solely to the promotion, adding that longer-term demand would depend on freshness, quality and stable supply.
Norway exported 129,800 tonnes of salmon worldwide in June, meaning China accounted for about 8% of the monthly volume, based on NSC export figures.
