Projected Decline in Fruit and Vegetable Export Quotas
Vietnam's fruit and vegetable exports are facing significant hurdles, with declining demand from China, a key market, posing a threat to the sector's ability to meet its export target of 7.6 billion USD. Other obstacles include increasing tariff and non-tariff barriers in international markets, which are making it difficult for exporters to maintain orders and market share.
To address these issues and enhance competitiveness, Vietnam is taking several strategic actions. One of these is market diversification and tapping into free trade agreements with higher-value markets such as Japan, South Korea, and the European Union, to reduce dependence on China and access premium markets.
Another strategy is promoting institutional reforms and building sustainable supply chains to enhance the quality and consistency of fruit and vegetable exports, thereby meeting higher international standards. Strengthening product promotion, trade promotion, and branding, especially for signature fruits like longan, is also being prioritised to increase recognition and consumer demand globally.
Shifting from raw exports to value-added products is another measure being taken to meet increasing demands for quality and origin traceability, thus capturing higher export values. Opening and expanding new markets, including efforts to maintain traditional markets in Southeast Asia while focusing on premium and emerging markets, is also being pursued.
These measures collectively aim to improve the competitive edge of Vietnam’s fruit and vegetable exports, ensuring long-term development by not just increasing volume but enhancing product quality, market access, and brand value in response to global trade challenges and shifting demand patterns.
CEO of Vina T&T Group Nguyễn Đình Tùng secured advance orders to the US nearly a month before harvest, crediting brand reputation and reliability. Meanwhile, lychee is reaching customers in Japan through e-commerce platforms, social media, and Amazon Japan. Companies in China are being encouraged to shift to sea and rail transport for greater volume and reliability, rather than relying solely on overland routes.
Total fruit and vegetable exports in the first six months of 2025 were $3.05 billion. However, Vietnamese fruit still lacks international brand recognition, according to the CEO of Vina T&T Group. To strengthen market share in Japan, it's advised to focus on value-added strategies such as dried fruit processing, eco-friendly packaging, and transparent traceability.
By the end of June 2025, Vietnamese exporters had shipped around 45,000 tonnes of lychee, a 60% increase year-on-year. Japan is emerging as a promising market for Vietnamese fruit exports, with major retailers like AEON and upscale supermarkets actively importing Vietnamese fruit. Export turnover in June 2025 was estimated at $750 million, marking a 50% increase from the previous month.
However, seasonal gluts, limited processing infrastructure, and inconsistent compliance with international quality standards are constraining long-term growth in Vietnam's fruit and vegetable exports. Access to high-end markets depends on strict and consistent compliance with food safety standards. To reduce congestion during peak harvests, coordinated efforts between customs agencies and border authorities are recommended to prioritize perishable, high-turnover fruit.
Building stronger capabilities in pesticide and heavy metal residue control, and scaling up deep-processing technologies are essential to support long-term market resilience and position Vietnamese fruit more competitively on the global stage. China has approved additional planting area and packing facility codes for durian and is expected to send experts to Vietnam in July to inspect pomelo orchards. Ameii Việt Nam CEO Ngô Thị Thu Hông mentioned the lack of irradiation facilities in northern Vietnam, which causes products bound for the US to be transported south for treatment, increasing costs and complicating preservation.
The goal for Vietnam's fruit and vegetable exports in 2025 is $8 billion. To achieve this, it's crucial to invest in high-quality cultivation zones, implement certified production standards like VietGAP and GlobalGAP, and ensure full transparency in origin tracking. Vietnamese exporters shipped over 100 tonnes of lychee early in the season in Japan, with expectations to reach 200 tonnes by the end.
In conclusion, while Vietnam's fruit and vegetable exports face significant challenges, strategic measures are being taken to improve competitiveness, diversify markets, and enhance product quality. The long-term goal is to position Vietnamese fruit more competitively on the global stage and achieve the export target of $8 billion in 2025.
- Vietnam's government is implementing a policy to diversify markets and lean on free trade agreements with countries like Japan, South Korea, and the European Union, in an effort to reduce dependence on China and access higher-value markets.
- To boost quality and meet international standards, the government is promoting institutional reforms and construction of sustainable supply chains for fruit and vegetable exports.
- Recognizing the need for value-added products, the government is urging a shift from raw exports to processed ones, with a focus on strategies like dried fruit processing, eco-friendly packaging, and transparent traceability.
- For maintaining and expanding market share, especially in promising markets like Japan, there's a push for strengthening product promotion, trade promotion, and branding, particularly for signature fruits like longan.
