China’s rapidly expanding salmon market is increasingly being shaped by one clear trend: sashimi.
New research from the Norwegian Seafood Council (NSC) suggests raw salmon has moved beyond restaurants and into the mainstream, supported by home consumption, rapid delivery and a growing network of facilities producing sashimi-grade fish.
The development could have significant implications for salmon imports, with Chinese demand continuing to accelerate. Imported salmon grew 50% in 2025, while Chinese salmon imports rose a further 43% in the first half of 2026, according to the NSC. China also became the third-largest market for Norwegian seafood last year, with exports worth NOK 12.3 billion (€1.13 billion).
“In China, salmon equals sashimi – full stop,” said NSC country director for China Sigmund Bjørgo. “There isn’t even much focus on sushi. That is a small slice of the salmon category; it really is mainly sashimi.”
The shift is being enabled by changing consumer habits since the Covid-19 pandemic. Consumers can increasingly order freshly sliced salmon from specialist stores and certified sashimi facilities, with delivery services making the product accessible well beyond China’s biggest cities.
Bjørgo said the country’s delivery infrastructure was particularly effective for the category. “Salmon ordered to my apartment can arrive within 25 minutes, carefully packaged and in excellent condition,” he said, adding that the speed and care help preserve the freshness expected from Norwegian salmon.
The research also points to freshness as a critical purchasing factor. Around 25% of seafood consumers in China’s tier-one cities reportedly eat salmon sashimi at least weekly, compared with a global average of 13%.
For exporters, the trend could reinforce demand for premium, chilled salmon rather than fundamentally changing the product itself. Rising disposable incomes, convenience and consumer confidence in cold-chain distribution are creating new opportunities for suppliers able to meet expectations around freshness and quality.
NSC consumer analyst Lars Moksness said: “Consumers are looking for premium-grade seafood, especially when it comes to salmon sashimi – and Norwegian salmon offers the quality they are looking for.”
