From health supplements to clean energy and Scandinavian furniture, Norway is using its role as Guest Country of Honor at the China International Fair for Trade in Services (CIFTIS) not only to build on its traditional strengths, but also to explore new areas for growth, including design.

"CIFTIS offers tremendous exposure and business collaboration opportunities for companies and brands," Agnes Liu, China manager of Norway's furniture producer Ekornes, told CGTN. 

Liu hopes that through its annual participation in CIFTIS, the company can "fully introduce its Norwegian brand philosophy and product offerings to Chinese consumers," thereby reaching a wider range of business cooperation channels within China. 

This way Ekornes might be able to offset tariff-related sales slumps in the US.  

Norway's seafood industry shows a similar picture. Exports to China are growing in both volume and value while the US has lost its spot among the top three countries which Norway exports seafood to. 

However, at this year's CIFTIS, a different use of maritime resources is taking center stage at this year's CIFTIS gathering: marine nutrients. 

In recent years, Norwegian krill oil producer Aker Biomarine has invested heavily in its Chinese operations, including local leadership - helping drive sales of its nutritional supplements.

"The Chinese customer is actually very well informed," says Simon Seward, CEO of Aker Biomarine's Human Health Ingredients. 

"They look online, they look around the world for other nutritional ingredients that are trending - what's on the shelves in markets in Europe and in the US. Then they'll look for those ingredients and certain supplements that they can get their hands on."

Maritime transport and renewable energy are also key areas of cooperation between China and Norway. In July, Norwegian Prime Minister Jonas Gahr Store pledged to deepen bilateral cooperation in both sectors.

"China is leading a lot of the transitions on renewable energy," Store told CGTN. "Norway also has renewable energy potential. We have technologies in carbon capture and storage. So here we want our scientists and companies to work together."

For Norway, the message for one of China's most prominent trade fairs is clear: look beyond traditional exports and tap into new opportunities.