Japanese people spend more than 6,000 billion VND buying Vietnamese fruits and vegetables

The latest data from the Customs Department shows that in 2025, the turnover of Vietnamese fruits and vegetables to Japan will reach 237.8 million USD, an increase of 17.97% compared to the previous year. Converted at the exchange rate of 26,000 VND per USD, the value is equivalent to about 6,182.8 billion VND. In the period 2021-2025, this product group will record an average compound growth rate of more than 60% per year, showing the ability to expand in one of the most demanding markets in Asia.

In the export structure, three main products including chrysanthemums, bananas and sweet potatoes reached a total of 111.62 million USD, equivalent to about 2,902 billion VND, accounting for nearly 47% of total turnover. Chrysanthemums lead with 43.6 million USD, accounting for 18.34% and an increase of 7.01% compared to 2024. Bananas reached 42.6 million USD, an increase of 33.47%, increasing the proportion to 17.93%, nearly three times the level in 2021. Sweet potatoes brought in 25.3 million USD, accounting for 10.65%, an increase of 2.52%.

The growth momentum of bananas largely comes from stable supply and the strategy of developing growing areas according to high standards. Mr. Doan Nguyen Duc, Chairman of Hoang Anh Gia Lai, said the business has maintained exporting bananas to Japan at stable prices for many years. In addition to the area in Gia Lai, the business also develops raw material areas in Laos to ensure year-round supply for partners.

Products grown in the highlands have a large temperature difference between day and night, helping the fruit grow slowly, accumulate starch, and create a moderately sweet and delicious taste. Suitable soil helps the fruit have bright yellow skin, less bruising, and meet the strict standards of the Japanese market.

In addition to the main group, many other products continue to grow. Eggplant reached 19.9 million USD, an increase of 17.72%, while mango reached 16.8 million USD, an increase of 13.66%. Some products increased sharply in the past year such as green beans, cherries, pineapples, lychees and coconuts, although the scale is still small. In contrast, yams, potatoes, corn, chili, dragon fruit and ginger decreased compared to the previous year.

According to the Vietnam Fruit and Vegetable Association, Japan sets high standards for food safety, traceability and packaging, but has stable purchasing power and is willing to pay high prices for standard products. Consumers in this country prioritize consistent quality, beautiful appearance and year-round supply. Chrysanthemums have the advantage of durability and continuous supply, while sweet potatoes fit the trend of healthy eating thanks to their natural sweetness and flexibility in processing.

The fact that three items account for nearly half of the total turnover shows that the Japanese market not only consumes tropical fruits but also maintains a large demand for fresh vegetables and flowers. This is an opportunity for Vietnamese businesses to continue investing in high-standard production, increasing value and diversifying products to maintain market share in this market.