Viking Cruises, the privately owned ocean and river cruise operator, and the listed China Merchants Shekou group have formed a joint venture to operate Viking Sun under the Chinese flag on coastal cruises for the Chinese source market, China Merchants Shekou said in a statement.

The new venture would capitalise on China Merchants Group's strong comprehensive strength and Viking Cruises' rich experience in high-end cruise operation.

It aims to target people who have a strong interest in nature, history, folk customs and food culture and onboard Viking Sun, the plan is to organically integrate simple Nordic style with Chinese culture.

Torstein Hagen, Viking Cruises’ chairman, said in the statement that the China coastal cruise project of the joint venture company will bring a new cruise travel experience to the Chinese market.