This study applies an economic sociology perspective in exploring the importance of cultural embeddedness of firm economic activities across borders. The findings are data driven and uses the seafood trade and its shared business environments between Norway and China as case example. The empirical findings of this study show that market-as-network, and actor-to-actor interrelationships will become increasingly important in forming resilient business networks. It also illustrates how economic sociology can provide a holistic framework of analysis in studying cultural embeddedness.