China News Service (CNS) issued an article here on Monday to report Norwegian biotechnology company Aker BioMarine to promote its marine biological business in China

In a modest corner of the 1st CIIE in 2018, Aker BioMarine, alongside other small and medium-sized enterprises, displayed its krill oil products on a shared table. At the time, the Norwegian biotechnology company could not have imagined that this small booth would open the door to major opportunities for its future growth.

Big Potential from a Small Booth

According to the article, Aker BioMarine is dedicated to the sustainable development and utilization of marine biological resources. The company officially entered the Chinese market in 2015, gradually establishing a foothold by collaborating with Chinese clients and business partners, as well as participating in various industry expos.

To Aker BioMarine’s surprise, their debut at the 2018 CIIE was an immediate success. Not only did their visibility increase, but partnerships with local companies also accelerated, and their market share in China began to grow.

[caption id="attachment_29294" align="alignnone" width="1269"] Ren Yunli, director of the Gourmet Expo, live-streams at the Norwegian Seafood Pavilion during the 6th CIIE. [Photo / Norwegian Seafood Council][/caption]

Aker BioMarine quickly realized that CIIE was more than just a large-scale exhibition—it was a dynamic platform. Here, they could not only showcase their products and technologies but also foster meaningful partnerships, promote idea exchange, and drive innovation. Additionally, the extensive exposure provided by CIIE proved invaluable for small and medium-sized enterprises (SMEs) looking to raise brand awareness and build trust with potential Chinese partners.

Since their first appearance at CIIE, Aker BioMarine has consistently attended the event, sending teams of marketing, sales, and technical experts every year. They carefully design their booth and meticulously plan their participation, showcasing their innovative products and commitment to sustainability, said the CNS article.

At the 5th CIIE, Aker BioMarine hosted a special seminar on “sustainable utilization of marine resources and a healthy future.” By the 6th edition of the expo, the company had secured its own 60-square- meter booth, signed strategic cooperation agreements with nearly 30 clients, and supported seven live-streamed events, and setting new sales records for krill oil products through these broadcasts.

The journey from “sharing a table” to “owning a 60-square-meter booth” has shown Aker BioMarine the immense potential of the Chinese market, the CNS article said.

Mastering “Secret Code”

Unlike Aker BioMarine, which has been a “regular attendee” at the CIIE, the Norwegian Seafood Council made its debut at the 5th edition of the expo, according to the article.

Though a novice, the Norwegian Seafood Council quickly found a foothold, presenting under the theme “Norway, the Seafood Nation”. By the 6th CIIE, they had already mastered the “traffic secret” for gaining attention. They invited Ren Yunli, a well-known food blogger, to live- stream directly from the “Norwegian Seafood Pavilion”.

The live-streamed dishes included a Norwegian Arctic shrimp and mango Thai-style salad, a Norwegian salmon and avocado potato light salad, a Shanghai-style braised Norwegian Arctic cod, and an oil-free crispy Norwegian mackerel grilled Yunnan-style, the article added.

The food blogger’s creative approach to cooking various types of fish showcased the delicious flavor of Norwegian seafood, while also revealing the many ways Norwegian seafood is making its way to Chinese dining tables.

A representative from the Norwegian Seafood Council stated, “CIIE is not only a platform for showcasing Norway’s high-quality seafood, but also an important platform for enhancing international exchange and deepening Sino-Norwegian cooperation in seafood trade. We hope to leverage the CIIE’s influence to further boost interest in seafood trade between Norway and China, strengthening cooperation and ties to meet the growing demand of Chinese consumers for premium seafood.”

For the 7th CIIE in 2024, the Norwegian Seafood Council has refined its participation strategy. This time, it will be part of the Norwegian National Pavilion, aiming for a deeper understanding of the Chinese market.

With the spillover effects of the CIIE, the Norwegian Seafood Council quickly turned the “CIIE heat” into “trade heat”, said the CNS article.

[caption id="attachment_29295" align="alignnone" width="570"] Exhibits at the Norwegian Seafood Pavilion at the 6th CIIE. [Photo / Norwegian Seafood Council][/caption]

According to the latest data released by the Norwegian Seafood Council, as of July 2024, Norway exported approximately 89,856 tons of seafood to China, representing a 14% year-on-year increase, with a total export value of 4.87 billion Norwegian kroner (approximately 3.3 billion RMB). Among these exports, Norwegian salmon performed particularly well, with 26,876 tons shipped to China, generating 2.85 billion Norwegian kroner (approximately 1.9 billion RMB) in revenue.

Sigmund Bjørgo, director of the Norwegian Seafood Council, highlighted that in 2023, China was the fastest-growing market for Atlantic salmon consumption worldwide, with total consumption reaching 108,128 tons—an increase of 32,597 tons, or 43%, making China the 8th largest Atlantic salmon market globally. Moreover, China is currently the largest consumer of Atlantic salmon in Asia, consuming more than twice the amount compared to the second-largest market, Japan.

Becoming a “CIIE Recommender”

According to CNS article, Norway’s Prime Minister Jonas Gahr Støre had firsthand experience with the surging popularity of Norwegian seafood in the Chinese market. On the evening of September 10, 2024, during his visit to China, Støre made an appearance at the Shanghai East Hongqiao Center. After a brief tour, he donned a blue apron and personally promoted Norwegian seafood. Holding a tray, he invited guests to try Norwegian salmon and mackerel, enthusiastically saying, “Try it, it’s very fresh.”

Støre expressed his desire to export the freshest seafood to China and his hope to collaborate with relevant Chinese authorities to eliminate all barriers that make these products expensive for consumers, said article.

By participating in the CIIE, Norwegian organizations such as Aker BioMarine and the Norwegian Seafood Council have reaped significant rewards, prompting Norway’s official efforts to encourage more Norwegian companies and products to participate in future CIIEs.

On May 13, 2024, the 7th CIIE Norway Promotional Event was held in Oslo. It was the first time that a CIIE promotional event had been hosted in Norway, and it was warmly received by the local community.

During the event, data revealed that nearly 30 Norwegian companies participated in the 6th CIIE, marking a record high in both the number of participating companies and total exhibition space.

Wang Liming, a representative from Aker BioMarine, acted as a “CIIE Recommender” at the promotional event, strongly encouraging Norwegian companies to participate in future CIIEs.

[caption id="attachment_29296" align="alignnone" width="691"] Ole Henaes, at the Norwegian Pro- motional Event of the 7th CIIE. [Photo / Norwegian Seafood Council][/caption]

According to CNS article, Ole Henaes, Regional Director of Innovation Norway Asia and the Middle East, remarked that an increasing number of Norwegian businesses are engaging in trade and investment with China, with ongoing collaborations between companies from both nations in fields such as clean energy and seafood. He emphasized that the CIIE is an excellent platform for showcasing the latest products and technologies, fostering cooperation, and facilitating exchanges. Innovation Norway remains committed to promoting Norwegian products on the international stage, including in China, and will continue to organize businesses to participate in future CIIEs to help Norwegian companies expand their presence in the Chinese market.

Contact Information：

Organization: China News Service

Contact Person: Mr. Yulong Li

Phone Number：+8615982225939

Email: [email protected]

Country/City: China/Beijing

Address: Baiwanzhuang South Street 12, 100037