Norwegian Seafood Council finding success using influencers, e-commerce to sell mackerel in South Korea

A pile of Norwegian mackerel.

The Norwegian Seafood Council (NSC) is capitalizing on online shopping, digital trends, and influencers to increase recognition and sales of Norwegian mackerel in the South Korean market.

NSC said in a release that it has been testing the use of interactive digital campaigns about Norwegian mackerel to increase awareness of the species. Research, the NSC showed, has determined that Korean shopping habits have changed, and many consumers in the country are using online broadcasts and e-commerce to purchase food.

“Koreans' habits have changed. They do not shop as frequently in physical stores as in the past. Instead, they have started buying food and drinks online,” the NSC said.

E-commerce sites are now offering next-day delivery for products in Seoul and other cities, and online shopping has become an increasing part of South Koreans’ grocery shopping habits, NSC said. Live broadcasts by Amazon, IKEA, and TikTok featuring influencers or celebrities promoting products have also gained traction, and live chat features with audiences have given potential buyers new avenues of learning more about products. 

The result, the NSC found, is that its mackerel is increasingly sold online, with approximately 25 percent of the product now sold through such online channels.

“This has proven to be an effective way of reaching new consumers and maintaining interest in mackerel in South Korea – especially among the [youth],” the NSC said. 

Recognizing the trend, the NSC said it has been taking steps to capitalize on live shopping and digital sales trends. The council has worked with Korean YouTube star Jimin, with the influencer’s videos reaching over 1.6 million Koreans. All told, interactive digital marketing campaigns launched by the NSC have reached close to 30 million views in the country, the NSC said.

The NSC said that it plans to continue using digital marketing in the country, and so far, it has managed to gain greater presence for Norwegian mackerel in the market.

"This is an example of how digitization can help strengthen trade links between countries, promote increased consumption, and create new business opportunities,” the NSC said.

Photo courtesy of Joseph Bishop/Shutterstock


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