Durian, bananas and jackfruit lead export growth
According to Vietnam Fruit and Vegetable Association, export value of fruits and vegetables in November 2025 is projected to reach a preliminary $754 million, a decrease of 18.7% compared to October but an increase of 64.9% compared to the same period in 2024. For the first 11 months of this year, Vietnam's fruit and vegetable exports are projected to reach over $7.8 billion, an increase of 18% compared to the same period last year, while imports reached over $2.44 billion, an increase of 15%. Thus, net fruit and vegetable exports for the first 11 months reached nearly $5.4 billion, setting a new record.
Exports to many major markets maintained double-digit growth compared to the same period last year, including China, the US, Japan, Taiwan, the Netherlands and Australia. Three main export markets remain China, the US and South Korea with exports in the first 10 months reaching over US$4.5 billion to China, nearly US$455 million to the US, and over US$264 million to South Korea. Export growth mainly came from fruit groups such as durian, bananas, mangoes, jackfruit, coconuts, and pomelos. Among these, durian remains main export item.
In an interview with Industry and Trade Newspaper, Mr. Dang Phuc Nguyen, General Secretary of Vietnam Fruit and Vegetable Association, said that durian exports faced some difficulties in the third quarter of this year, but thanks to high demand in the market, this product remained in high demand. Other items such as bananas, dragon fruit, jackfruit, and some other fruits also maintained stable exports.
“Regarding fresh jackfruit, signing protocol with China has made customs clearance faster and reduced costs for businesses. Previously, official exports existed but inspection rate could reach 50-100%. With the protocol, inspection rate has decreased to about 5%, allowing for quick customs clearance within a few hours instead of one to two days,” Mr. Nguyen shared.
Deep processing, FTAs, and green agricultural products open up new opportunities.
According to Mr. Dang Phuc Nguyen, export turnover this year and next year could reach over 9 billion USD, aiming for 10 billion USD thanks to several factors.
Firstly, some new products have been opened up, such as fresh jackfruit, pomelo and deeply processed products from mango and passion fruit.
Secondly, frozen durian industry is developing thanks to quick freezing and soft freezing technology, serving exports to the EU, the US, South Korea and Japan.
Thirdly, export businesses are taking advantage of benefits from existing FTAs (CPTPP, EVFTA) and new FTAs in reducing export tariffs to 0%. In addition, expanding markets for processed products, as well as organic and Halal fruits and vegetables will create opportunities for Vietnamese agricultural products in general and Vietnamese fruits and vegetables in particular.
“Fruit export to Chinese market faced difficulties in the first half of the year, resulting in a loss of approximately $500 million. By the end of November, export turnover reached $7.8 billion, with an expected total for this year of $8.5–9 billion. With new products, new FTAs and expanding markets, export turnover next year could reach around $10 billion”, said Mr. Dang Phuc Nguyen.
Notably, in the first nine months of 2025, number of warnings from EU regarding Vietnamese agricultural products decreased by approximately 50% compared to the same period, reflecting efforts of businesses to improve quality and compliance with regulations, as well as close monitoring by regulatory agencies. Businesses pursuing sustainable practices are increasingly perfecting their production chains from cultivation and harvesting to distribution.
From a business perspective, according to Mr. Nguyen Dinh Tung, Chairman and CEO of Vina T&T Group, success of agricultural export businesses lies in proactively seizing market opportunities.
At Vina T&T Group, for example, control system is built from partnering with farmers in cultivation and purchasing according to schedule, to manufacturing plants that meet international standards. This is a closed cycle, requiring perseverance and long-term investment.
Regarding deep processing and green production, Mr. Tung stated that investing in deep processing is a step-by-step journey. Solution isn't about chasing acreage but about truly partnering with farmers, sharing risks, committing to long-term purchases and jointly creating quality products. When farmers and businesses view each other as partners rather than just buyers and sellers, market risks are significantly reduced.
According to Mr. Tung, green transformation is an opportunity, not a burden, helping to expand market significantly in the next 10-20 years. Currently, many businesses in the industry have already started measuring emissions, investing in clean energy, and optimizing packaging. However, to accelerate green transformation, businesses need more support from green banks, climate funds, and international cooperation programs, along with clear criteria for each product category.
In addition, building regional brands, telling story of fruit through images, packaging and experiences and incorporating "sustainability" into actual profits will help increase the value of Vietnamese agricultural products. When done correctly, agricultural products not only appear on store shelves but also win hearts and loyalty of consumers worldwide.

Source: Vitic/ congthuong.vn