AsemconnectVietnam - According to the General Department of Customs, in March 2025, Vietnam’s fruit and vegetable exports reached approximately 420.6 million USD, down 10.5% year-on-year. This marks the third consecutive month of decline, with first-quarter exports totaling just over 1.1 billion USD, a 13.2% drop compared to the same period in 2024.

Main Market Challenges
China remains Vietnam’s largest export market for fruits and vegetables, but exports have significantly declined since early 2025. In the first two months, exports to China dropped 39%, primarily due to a sharp fall in durian exports. China has tightened regulations, including stricter inspections for cadmium and the banned substance auramine O, causing customs delays or rejections for many Vietnamese shipments.
Target and Strategy
Despite these setbacks, Vietnam aims to reach 8 billion USD in fruit and vegetable exports in 2025. To achieve this, compliance with China’s new import rules and expanding into other international markets is essential.
Positive Signs in Other Markets
While exports to China fell, other markets showed growth in early 2025:
• US: +66%
• Japan: +8%
• South Korea: +23%
• Thailand: +9%
• Australia: +11%
• Malaysia: +35%
Opportunities in the US and EU
Vietnamese companies like Vina T&T Group are focusing on high-quality, fresh, and processed fruit exports to the US, despite challenges such as high logistics costs and strict standards. The US remains a high-potential market, especially for premium and dried fruit products, which are in growing demand.
In the EU, Vietnamese fruits such as mangoes, pineapples, lychees, and longans are gaining popularity, supported by the EU-Vietnam Free Trade Agreement (EVFTA). Vietnam is currently the 24th largest external fruit and vegetable supplier to the EU, suggesting considerable room for growth.
High-Quality Vietnamese Fruits to Be Showcased in Hanoi
From April 23 to 27, typical fruits from provinces across Vietnam will be displayed at 62 Trang Tien Street, Hanoi. Each product will feature a QR code that provides detailed information, including origin, growing region, production and preservation processes, and official sales points.
Organized by the Agency for Domestic Market Surveillance and Development under the Ministry of Industry and Trade, the event aims to improve product traceability, build consumer trust, and promote high-quality Vietnamese goods.
This exhibition is part of activities celebrating the 50th anniversary of Southern liberation and national reunification (April 30, 1975 – 2025). It also seeks to honor the cultural, economic, and ecological significance of Vietnam’s specialty fruits, encourage domestic consumption, and foster national pride in local agricultural products.
The venue is well known for promoting the distinction between genuine and counterfeit goods.
Vietnam Signs Export Protocols for Chili, Passion Fruit, Bird’s Nest with China
During Chinese President Xi Jinping’s state visit to Vietnam, the two countries signed several new export protocols to expand agricultural trade. These agreements include:
• Phytosanitary protocols for chili and passion fruit exports from Vietnam to China
• Safety and quarantine protocols for rice bran and defatted rice bran used as animal feed
• Veterinary and hygiene protocols for raw and processed bird’s nests
China is also reviewing potential imports of other Vietnamese products such as citrus fruits and herbal medicines. Meanwhile, Vietnam will increase sturgeon imports from China.
Current Status of Chili and Passion Fruit
Vietnamese chili and passion fruit have been exported to China under pilot protocols since 2022.
• Vietnam has 12,000+ hectares of passion fruit, producing 200,000 tons annually, mainly from northern and Central Highlands regions
• Passion fruit is already exported to 22 countries, with the U.S. being a targeted market for 2025
• Chili is mainly grown in the Mekong Delta, Central Highlands, and south-central regions
o In 2024, Vietnam exported 10,433 tons of chili worth US$25.1 million, up 2.6% in volume and 26% in value from 2023
o China accounted for 75% of chili exports
Broader Agricultural Trade Cooperation
Vietnam and China have now signed 24 export protocols/MoUs for agro-forestry-fishery products.
• In 2024 alone, they signed 4 protocols for frozen durians, crocodiles, monkeys, and fresh coconuts
• 16 Vietnamese fruits/vegetables are exported to China via official channels, including 10 under signed protocols:
o Watermelon, mangosteen, black jelly, durian (fresh & frozen), coconut, banana, sweet potato, chili, and passion fruit
• 6 fruits (dragon fruit, rambutan, mango, lychee, longan, jackfruit) still lack formal protocols
In 2024, China imported US$4.6 billion worth of fruits and vegetables from Vietnam.
T.Huong
Source: Vitic