Vietnamese lychee, mango, dragon fruit, and longan gain ground in Japan

Vietnam’s fruit exports to Japan are experiencing steady growth, supported by rising demand, improved market access, and evolving consumer preferences. In 2024, Japan ranked as one of Vietnam’s top destinations for agricultural exports, with fruit and vegetable products playing a significant role, according to Ta Duc Minh, Vietnam’s Trade Counsellor in Japan.

Key Vietnamese fruits gaining ground in the Japanese market include lychee, mango, dragon fruit, and longan. In the 2025 lychee season, Vietnam exported over 100 tonnes early in the harvest, with total shipments expected to reach 200 tonnes. Distribution channels now include not only supermarkets but also e-commerce platforms and social media.

Japanese consumers place strong emphasis on quality, traceability, and packaging transparency, with 70% willing to pay a premium for certified, well-labeled products. This trend has created opportunities for Vietnam’s fruit sector to scale up exports — provided suppliers meet local requirements.

To support this growth, the Viet Nam Trade Office in Japan has organised promotional campaigns, including Vietnamese fruit booths, business networking events, and dedicated product weeks at major retail chains such as AEON. These activities aim to improve brand visibility and connect Vietnamese growers with Japanese importers.

The Trade Office recommends that exporters invest in post-harvest preservation, packaging aligned with Japanese consumer expectations, and logistics improvements, especially given Japan’s high standards and emphasis on punctual delivery.

With expanding interest from Japanese buyers and existing tariff reductions under multiple free trade agreements, Vietnam’s fruit exporters are positioned to strengthen their market share in Japan — provided they continue improving standards and supply chain efficiency.

source: en.nhandan.vn, wtocenter.vn

photo: mashed.com