Exports of fruits and vegetables to Japan are expected to exceed 6.182 billion VND in 2025.
Vietnam's fruit and vegetable exports to Japan are projected to increase by 17.97% in 2025, reaching $237.8 million. Chrysanthemums, bananas, and sweet potatoes are the three main products, accounting for nearly 47% of the total export value.
According to the latest data from the Customs Department, in 2025, Vietnam's fruit and vegetable exports to the Japanese market reached US$237.8 million, an increase of 17.97% compared to the previous year. Based on an exchange rate of VND 26,000/USD, the total export value to this market is equivalent to approximately VND 6,182.8 billion.
Notably, during the 2021-2025 period, the fruit and vegetable sector recorded an impressive average compound annual growth rate (CAGR), exceeding 60% per year. This result reflects the adaptability and market share expansion of Vietnamese agricultural products in one of the markets with the most stringent technical standards in the Asian region.
Three key products dominate the market.
In terms of export structure, the top three items, including chrysanthemums, bananas, and sweet potatoes, brought in $111.62 million (approximately VND 2,902 billion), accounting for nearly 47% of the total export value of fruits and vegetables to Japan.
| Item | Trade value (Million USD) | Percentage (%) | Growth rate (%) |
|---|---|---|---|
| Chrysanthemum | 43.6 | 18.34% | +7.01% |
| Banana | 42.6 | 17.93% | +33.47% |
| Sweet potato | 25.3 | 10.65% | +2.52% |
Among these, bananas showed the strongest growth, increasing by over 33% compared to 2024. The proportion of this product is now nearly three times higher than the level recorded in 2021. This growth is mainly due to a stable supply and a strategy of developing specialized cultivation areas according to high standards.
Regional planting strategy and technical standards
Analyzing the growth trend of bananas, Mr. Doan Nguyen Duc, Chairman of Hoang Anh Gia Lai, said that the company has maintained stable prices for banana exports to Japan for many years. Besides the cultivated area in Gia Lai, the company is also expanding its raw material area in Laos to ensure year-round supply to its Japanese partners.
Bananas grown in highland regions benefit from large temperature differences between day and night, allowing the fruit to accumulate high levels of starch, resulting in a sweet taste and distinctive aroma. The suitable soil conditions contribute to the bananas having bright yellow peels, good mechanical strength, and less bruising, meeting the aesthetic and quality standards of Japanese consumers.
Trends in other product groups
Besides the main product groups, many other product categories also recorded positive growth:
- Eggplant:It reached $19.9 million, an increase of 17.72%.
- Mango:It reached $16.8 million, an increase of 13.66%.
- Strong growth group:mung beans, cherries, pineapples, lychees, and coconuts (although the export volume is still small).
Conversely, some items recorded a decrease in export value compared to the previous year, including: yam, potatoes, corn, chili peppers, dragon fruit, and ginger.
According to the Vietnam Fruit and Vegetable Association, Japan is a market that prioritizes quality and stability. Japanese consumers are willing to pay higher prices for products that meet food safety standards, have clear traceability, and are professionally packaged. Maintaining market share there is a prerequisite for Vietnamese businesses to increase added value and diversify their product portfolios in the future.
