Regal King Salmon launches at Olé Boutique Supermarket

SHANGHAI, 31 August 2025 — Regal King Salmon, sourced from the cool waters of New Zealand’s Marlborough Sounds, today announced its official launch at Olé Boutique Supermarket, a premium retail brand under China Resources Holdings. This strategic collaboration marks a significant upgrade in China’s King salmon consumer market. Together with Olé and Runkong Foods, Regal will consistently provide Chinese consumers with high-quality King salmon products from New Zealand.

The launch ceremony was held on August 31 at Olé Boutique Supermarket in Shanghai’s Grand Gateway Plaza. Industry leaders, partners, and guests gathered to witness this milestone moment.

At the event, Executive Chef Wang You of the Hilton Shanghai Hongqiao delivered an impressive King salmon butchery demonstration. A whole, air-flown Regal King Salmon was expertly portioned, revealing its appealing marbling and fine texture. Guests observed the entire process up close and sampled smooth, sweet, and rich salmon sashimi, immersing themselves in its exceptional quality.

The event concluded successfully amid a vibrant atmosphere. This three-party collaboration not only enhances Chinese consumers’ understanding and experience of King salmon but also injects new vitality into the domestic premium seafood market. Moving forward, Regal, Olé, and Runkong Foods will deepen their cooperation to bring King salmon from New Zealand’s Marlborough Sounds to more Chinese dining tables, ushering in a new era of King salmon consumption.

Regal is a premium brand of the New Zealand King Salmon Company Ltd (NZKS), who operate as the world’s largest aquaculture producer of the rare King salmon species. NZKS has been farming, processing and branding this unique breed of King salmon for more than 35 years. The company is committed to exceptional product quality and adheres to responsible aquaculture practices, earning internationally recognised certifications including BAP (Best Aquaculture Practices) and Monterey Bay Aquarium’s Seafood Watch ‘Best Choice’.