The export of Norwegian Seafood to Southeast Asia has grown tremendously during the past few years. Thailand is now the largest export market in Southeast Asia for seafood from Norway with exports reaching close to NOK 1.2 billion in 2018. While the export value was close to 2017, the export value of fresh airflown salmon and trout grew by 14% as compared to 2017, already a record year for Norwegian exports. 80% of the export are salmon and trout and 80% of that again is fresh airflown products. Thailand particularly has seen a shift towards fresh airflown products, mainly for raw consumption in the county’s many Japanese restaurants. Malaysia is also an upcoming market of some NOK 240 million in 2018, an increase in export value of 10% compared to 2017. Malaysia is a country where Norwegian Fjord Trout is more popular due its vibrant red coloured meat.