Since its launch in 2018, the China International Import Expo (CIIE) has been a vital bridge for global businesses to enter and expand in the Chinese market. Among those capitalizing on this unique platform are Norwegian companies, which have steadily built a more substantial presence in China, driving brand visibility, partnerships, and trade.

Two notable examples are biotech firm Aker BioMarine and the Norwegian Seafood Council (NSC), which have seen substantial growth through their participation in CIIE.

Booth of the Norwegian Seafood Council at the 6th CIIE. [Photo/Norwegian Seafood Council]

In 2018, at the inaugural CIIE, Aker BioMarine introduced its krill oil products at a shared booth for small and medium enterprises. Though the company entered the Chinese market in 2015, its first CIIE appearance boosted its visibility and accelerated collaborations with local partners, expanding its market share in China.

Aker BioMarine found that CIIE is more than a large trade fair — it is a dynamic platform that fosters meaningful partnerships and enables the exchange of ideas and innovations. Since the first expo, Aker BioMarine has participated annually, sending marketing teams, sales, and technical experts to set up its booth, showcasing the company's innovative products and commitment to sustainable development.

In its fifth year at CIIE, Aker BioMarine hosted a special lecture on the sustainable use of ocean resources. In the sixth year, Aker BioMarine secured a 60-square-meter booth, established strategic agreements with nearly 30 purchasers, and supported seven live-streams, setting a new sales record for krill oil products through live streaming.

The NSC also succeeded at CIIE, joining for the first time in the fifth expo. At the 6th CIIE, NSC invited a famous food blogger to create dishes using Norwegian seafood, such as Arctic shrimp, salmon, cod, and mackerel, capturing the attention of food enthusiasts.

A food blogger creates dishes using Norwegian seafood at the booth of the Norwegian Seafood Council. [Photo/Norwegian Seafood Council]

According to an NSC spokesperson, "CIIE is a showcase for Norwegian seafood and a key platform for international cooperation and strengthening China-Norway seafood trade. We hope the CIIE effect continues to fuel demand for high-quality Norwegian seafood in China."

Norwegian seafood products are showcased at the 6th CIIE. [Photo/Norwegian Seafood Council]

Backed by the CIIE momentum, NSC's data shows rapid growth in Norwegian seafood exports to China, which reached approximately 89,856 metric tons by July this year, a 14 percent year-on-year increase, with exports valued at 4.87 billion Norwegian kroner ($443.22 million). Salmon, in particular, led the export surge with 26,876 tons shipped, contributing 2.85 billion Norwegian kroner.

Sigmund Bjørgo, NSC's country director for China, noted that China became the world's fastest-growing market for Atlantic salmon consumption in 2023, with a 43 percent increase to 108,128 tons, making it the largest Atlantic salmon market in Asia and the eighth largest globally.

As the 7th CIIE approaches, NSC plans to join the Norway Pavilion in the expo's Comprehensive Country Exhibition to deepen its understanding of the Chinese market and further strengthen trade ties with China.

Norwegian firms and organizations, including Aker BioMarine and NSC, have thrived at CIIE, inspiring Norway to support even more companies in joining the event. In May, the first CIIE promotional event in Norway was held in Oslo, highlighting the record-setting 30 Norwegian companies that exhibited at the 6th CIIE.

During the promotional event, Ole Henaes, Innovation Norway's regional director for Asia and the Middle East, emphasized that CIIE is an ideal platform for showcasing Norway's latest products and technologies and facilitating collaborations. According to Henaes, Innovation Norway aims to continue mobilizing Norwegian businesses to participate in the CIIE, helping them enter the Chinese market.

By Zhao Guangmei