Vietnam's fresh fruit exports to Japan are experiencing rapid growth due to rising demand for clean and safe agricultural products. According to Ta Duc Minh, Trade Counsellor of Vietnam in Japan, Japan ranks as Vietnam's third-largest market for agricultural, forestry, and fishery exports, with these exports surpassing US$4 billion in 2024.
Vietnamese fruits, particularly lychees, mangoes, dragon fruit, and longans, are gaining favor among Japanese consumers. The 2025 lychee season marked a milestone with over 100 tons exported early, and total exports projected at 200 tons. Vietnamese lychees are widely available in supermarkets and online platforms in Japan.
Japan's strict standards for quality and food safety mean that only premium products penetrate the market. About 70% of consumers are willing to pay more for certified products with transparent packaging. Vietnamese fruits are increasingly trusted by meeting these standards.
Free trade agreements such as CPTPP, RCEP, and VJEPA have reduced or eliminated tariffs by over 90%, enhancing the competitive edge of Vietnamese fruits. To benefit, producers must improve production chains, invest in preservation, and ensure timely deliveries, a necessity for 95% of Japanese importers.
The Vietnam Trade Office in Japan supports exporters via trade promotion activities, including booths, networking events, and presence at major events like the Vietnam Festival in Tokyo. For lychees, coordination with importers begins early to ensure smooth market entry.
With growing demand for high-quality imported fruit, now is a "golden time" for Vietnamese exporters, advises Ta Duc Minh. Focusing on processing, suitable packaging, and trade fair participation is essential for building partnerships. Investment in quality and technology can secure a stable presence in Japan.
Source: Nhan Dan
