Interview: Norwegian official views China’s trade fair as key platform for business expansion

OSLO, Sept. 10 (Xinhua) – The China International Fair for Trade in Services (CIFTIS) is being promoted as a key platform for Norwegian companies to expand business networks, find partners and build long‑term cooperation, according to a senior Norwegian trade official.

Henning Kristoffersen, commercial counsellor at the Norwegian Embassy in China and director of Innovation Norway China, told Xinhua in an interview that there are many opportunities for Norwegian companies in China.

Kristoffersen first travelled to southern China in 1989 at age 20 to source goods for his family’s businesses in Sandefjord, Norway. He recalled filling containers with goods and sending them back to Norway, which gave him an early understanding of China’s production capabilities and the importance of engaging directly with the market.

More than three decades later, he is helping Norwegian businesses explore opportunities in China. He says Innovation Norway organizes CIFTIS‑related activities under the “Brand Norway” banner, working with the Norwegian Embassy, the consulate general and other members of Team Norway.

These activities allow Norwegian small and medium‑sized enterprises to present products and technologies, assess market demand and meet potential Chinese partners.

Norway is the guest country of honour at the 2026 CIFTIS. The country has built a national pavilion of about 260 square metres at Beijing’s Shougang Park, highlighting Norwegian strengths in marine industries, health and nutrition supplements, agritech, energy and digital services.

Kristoffersen notes that China’s rapid move up global industrial value chains has created opportunities for cooperation. He highlights marine and offshore industries, automation, process technology and advanced green materials as areas where Norwegian companies possess internationally competitive niche technologies.

He points out that maintaining a strong presence in the Chinese market is essential for Norwegian maritime companies such as Kongsberg Maritime, DNV and Jotun to retain their leading positions globally.

He also sees considerable potential in consumer‑oriented sectors, particularly nutritional supplements and omega‑3 products. For Norwegian companies looking to enter China, he says cross‑border e‑commerce offers an excellent opportunity to test the market before committing to a larger presence.

Drawing on his own experience, Kristoffersen encouraged younger Norwegian entrepreneurs to explore the Chinese market in person, saying, “Just get out there if you have the chance.”

The interview was published by Xinhua on 10 September 2026.

Article and image source: beijingbulletin.com