JETRO: Vietnam is Japan’s key food export market

The above information was shared at the program introducing Japanese culinary culture, organized by JETRO Ho Chi Minh City office (Japan External Trade Organization) at the Residence of the Consulate General of Japan on June 17. The event is within the framework of the “Japanese Food Export Platform Project to Vietnam FY 2026”, bringing together diplomatic chefs, restaurant chefs, import businesses, distributors and representatives of related industries from the two countries.

At the event, Mr. Okabe Mitsutoshi, Chief Representative of JETRO HCM office, said that Vietnam is currently one of the key markets for Japanese agricultural and food products thanks to its population of more than 100 million people and high economic growth rate.

“With the 6th position among countries importing agricultural, forestry, aquatic products and food from the land of cherry blossoms, we believe that there is still much room for Japan to expand exports to Vietnam, as well as build sustainable business channels in the coming time,” the chief representative emphasized.

In addition, Mr. Okabe also said that the development of the middle class and high-income customer groups in Vietnam has contributed to boosting the demand for food products from Japan. Products receiving great attention include Wagyu beef, seafood such as scallops and salmon, sake, and shochu.

Within the framework of the event, 8 participating Japanese and Vietnamese businesses introduced the above products. Chefs from the two countries directly demonstrated how to prepare sushi and Wagyu beef while introducing a lot of information about traditional Japanese cuisine and spices. Guests can directly experience, taste, learn about the processing process and discuss with suppliers.

Mr. Ono Masuo, Consul General of Japan in Ho Chi Minh City, said that Vietnam and Japan have many similarities in culinary culture. According to him, using chopsticks, being influenced by Asian culture and having relatively similar tastes helps Vietnamese people easily approach Japanese dishes.

The Consul General hopes that consumers here will not only love Japanese food but also pay more attention to drinks such as sake, thereby gaining a deeper understanding of their country’s culinary culture. Besides trade goals, the Japanese side also aims to make Vietnam an important connection center for Japanese food in Southeast Asia.

“With a population of more than 100 million people, similar cultures and good friendly relations between the two countries, Vietnam can become a bridge to help expand Japanese culinary and food exchanges in the region,” said Mr. Ono Masuo.

In addition, the Consul General said that the Japanese Government also built a food export promotion platform in many countries, including Vietnam. Here, the Embassy, ​​Consulate General and JETRO coordinated to implement promotional activities, connect businesses, market consulting and support the import of Japanese products.

Along with experience programs like this event, JETRO said it is promoting trade connection activities, organizing fairs, exhibitions and B2B conferences to bring more Japanese food products closer to Vietnamese consumers. According to the plan, this fall, the unit plans to organize a large-scale trade conference in Ho Chi Minh City with the participation of businesses from both countries. Before the Lunar New Year, activities introducing Japanese agricultural products, food and ornamental flowers will also continue to be implemented.

“In addition to increasing exports, promotional activities like this event also aim to build a deeper understanding of consumers about the origin, quality and cultural value behind each product. This is considered the foundation for Japanese food to develop sustainably in Vietnam in the coming years,” the JETRO representative added