Thai-Norwegian actress Yaya Urassaya promotes seafood from Norway via “The Story from the North” Campaign

Norwegian Seafood Council (NSC) has recently launched ‘The Story from the North’ campaign with Thai-Norwegian actress Yaya – Urassaya Sperbund as its first-ever presenter in Thailand. The campaign aims at introducing Norway as a seafood nation and promoting the use of Norwegian seafood such as Salmon, Fjord Trout, and Norwegian Saba in Thai cuisine.
Norway is known for its breathtaking scenery of fjords and mesmerizing Northern lights. For many who haven’t heard much about the country, it is also the world's leading producer of Atlantic Salmon and one of the largest seafood exporters in the world, thanks to its cold and clear waters, rough climate, and its 2,650-kilometer coastline. Norway prides themselves as a seafood nation with many stories to tell throughout their century-old fishing culture that is built on people, nature, and sustainability. 

Dr. Asbjørn Warvik Rørtveit, Director, South-East Asia, Norwegian Seafood Council (NSC) said that Thai consumers are very familiar with Japanese cuisine and there are roughly 2,000 Japanese restaurants scattered around Bangkok, but little do people know that main ingredients of sushi and sashimi such as Salmon, Fjord Trout, and Norwegian Saba are imported from Norway.

"We had been discussing how to best change Thai people’s perception that these ingredients are actually from Norway, not Japan, and the challenge is Thai people’s exposure of Norway is very limited and therefore it is difficult for people to relate to Norway. So, we came up with the idea of bringing Yaya, as there is no one else more suitable than her, to experience Norway and learn about our seafood industry then come back and share it with everyone here in Thailand.”

He said the campaign was the NSC's largest so far with a budget of 72 million baht. Apart from correcting the perception about the seafood from Norway, the NSC believes the campaign would increase the imported Salmon and Fjord Trout by 20 % in 2023. Thailand is the 2nd largest export market for Norway seafood after the United State. Last year, the imported Salmon from Norway to Thailand grew by 55% and was wroth 5.4 billion baht while the imported Fjord Trout grew by 51% to 2.2 billion baht.

The 2:40-minute long video reflected the aspects of people, nature, and sustainability through the eye of Yaya in her second home of Norway. The Thai-Norwegian actress who possesses the best of both worlds embarked on a journey, from reuniting with her family, cooking Thai dishes with Chef Terje Ommundsen in Oslo, witnessing the sustainability and advanced technology of traditional and ocean Salmon farms in Vesterålen, hiking the mountains of Lofoten, hunting the magical Northern light, to having many heart-warming moments with local people she encountered along the way. The full video:
 

Yaya - Urassaya  said this trip is one of the most memorable in her life. "I was so happy to be back home and got to visit places that I haven’t been before like Lofoten. We have met wonderful people, witnessed incredible nature, and learned so much about seafood from Norway."

She said after the trip, she has changed in a way that she appreciates the food on my plate much more - every ingredient that put on a plate as she has seen the journey of the fish from the farms, how they are being processed under strict guidelines that value the sustainability of the ocean; how the traditions and culture are ingrained in people’s way of life; and the Norwegian’s great respect for nature.

"I also see that Thailand and Norway share many similarities in that we are very family-oriented and we love to gather around to eat good food. I can definitely see how Norwegian seafood, with its various health benefits and tasty texture, can be used in cooking many delicious Thai dishes.”

H.E. Mrs. Astrid Emilie Helle, the newly appointed Ambassador of Norway to Thailand, gave an opening remark at the launch event while Chef Terje Ommundsen, owner of Plah and Ahaan restaurants in Norway's capital Oslo, joined the stage and later performed a Live Station presenting Yaya’s special recipe that blends Norwegian seafoods with Thai dishes. The menu consisted of Grilled Salmon with Pomelo Salad, Crunchy Coconut, and Fried Shallots; Lightly Grilled Salmon with Coriander Seafood Sauce; Norwegian King Crab with Seafood Sauce and Herbs; and Norwegian Saba with Coconut, Kaffir Lime, Chili and Fish Sauce. 

Norway is the world's leading producer of Atlantic Salmon and one of the largest seafood exporters in the world. The seafood nation is built on the craftsmanship and tradition of its people, their respect for nature, and the innovation for sustainability. To become a world leader in aquaculture, Norway has relied on its strict guidelines, close monitoring and sustained commitment to development. With an experience of 50 years of Salmon farming, Norway can deliver high-quality Salmon around the world in less than 48 hours after it is brought out of the ocean. Environmental standards for Norwegian Salmon are among the highest in the world.