The Norwegian Seafood Council (NSC) has launched a marketing campaign to promote the country’s mackerel products in China, forming partnerships with Chinese social media influencers. Despite ongoing sustainability concerns over mackerel stocks in Europe, the NSC collaborated with Chinese chef Ren Yun Li, known for her influential Weibo account with 3.2 million followers.
Ren showcased Norwegian mackerel at the China International Import Expo in Shanghai, emphasizing its compatibility with traditional Chinese dishes and health benefits. This move follows Ren’s visit to Norway as a guest of the NSC, where she toured a mackerel processing plant in Ålesund and explored other seafood facilities.
Andreas Thorud, former head of NSC’s office in China, highlighted that these partnerships represent the beginning of the organization’s marketing efforts in China. The NSC aims to promote various Norwegian seafood products, including salmon, cod, mackerel, and shrimp, ensuring acceptance and understanding among a broader range of Chinese consumers.
This initiative by the NSC coincides with ongoing concerns within the seafood industry regarding the sustainability of mackerel stocks in Europe.