A record amidst "headwinds"
In context of a volatile global economy, increasing trade barriers, climate change and complex extreme weather events, agriculture and environment sector continues to play a pivotal role in economy.
In 2025, total exports of agricultural, forestry and aquatic products are estimated to reach US$70.09 billion, a 12% increase compared to 2024 and far exceeding the US$65 billion target set by the Government. This is the highest level ever, demonstrating production organization capacity and market adaptability of Vietnamese agriculture in a year full of "headwinds."
Upward trend is expected to continue from the beginning of 2026. In January 2026, export of agricultural, forestry and aquatic products are estimated to reach nearly US$6.51 billion, a 29.5% increase compared to the same period last year. Asia remains the largest market, accounting for 45.3% of market share; Next came the Americas (22.7%) and Europe (13.4%). Notably, export to China increased by 66.1%, the United States by 21.6% and Japan by 19.6%.
From a statistical perspective, this is a positive growth picture. However, a closer look reveals that behind record export value lies an export structure still heavily reliant on raw materials, with modest added value.
In context of reshaping of global supply chains, with China being hailed as the "world's factory," India as the "world's office," and many experts suggesting Vietnam could become the "world's kitchen." Question is, are we ready for that role?
Currently, over 90% of Vietnamese agricultural products are exported in raw or semi-processed form. This means that majority of added value lies in processing, branding and distribution abroad.
Coconut industry is a prime example. According to Vietnam Coconut Association, about 40-50% of local coconut production is exported raw, mainly to China. As a result, many domestic deep processing plants lack raw materials, forcing them to reduce capacity or operate at a reduced level.
In an interview with Industry and Trade Newspaper, Mr. Cao Ba Dang Khoa, Permanent Vice Chairman and General Secretary of Vietnam Coconut Association, said that the "bleeding" of raw materials makes it difficult for businesses to fulfill export contracts for processed products, while also affecting jobs of workers.
A similar situation is occurring with coffee. In January 2026, coffee exports reached 180,000 tonnes, worth 981 million USD, a strong increase in both quantity and value; Average export price is estimated at US$5,450/tonne. However, processed coffee only accounts for about 20% of total export turnover.
Speaking to a reporter from Industry and Trade Newspaper, Mr. Trinh Duc Minh, Chairman of Buon Ma Thuot Coffee Association, said that deeply processed products face fierce competition in consumer markets, where local processing industry is strongly protected and supported. This creates many obstacles for Vietnamese businesses when they want to increase proportion of roasted, instant or deeply processed products.
From a policy perspective, export growth achievement is commendable. But from a value structure perspective, Vietnamese agricultural products still stand at the lower end of global supply chain.
Cuisine, a “touchpoint” to increase value
If raw materials cannot create a breakthrough in value, then what is the way forward? Many opinions suggest that solution lies in linking agricultural products with cultural and culinary stories.
Ms. Vu Kim Hanh, President of Association of High-Quality Vietnamese Goods Businesses, noted that in many countries, research and development of local specialties are systematically invested in, from quality and packaging to branding. Meanwhile, in Vietnam, this field still has many gaps.
In an interview with a reporter from Industry and Trade Newspaper, Mr. Nguyen Viet Hong, representative of Vinh Hoa Phat Import-Export Joint Stock Company, stated that cuisine has the most direct and profound ability to connect people. While scenic spots create visual impressions, food touches the taste buds, emotions and memories.
According to Mr. Hong, every agricultural product, from tea and coffee to rice and salt, contains a story about geography, climate and culture. When told correctly, it is not just a consumer product but a "cultural ambassador".
Story of salt is a thought-provoking example. From a small, low-value spice, Vietnamese salt, upon entering supply chain of international restaurants, has garnered attention for its origin, natural crystallization methods and the story of its coastal region. Consumers are now not just buying the salty taste, but also the cultural depth.
Similarly, salted coffee, a combination of two familiar ingredients, has become an innovative product with widespread appeal in several Asian markets. This demonstrates that, with standardized recipes, guaranteed quality and a consistent brand narrative, Vietnamese agricultural products can completely transform from "resources" into "brands."
However, according to Mr. Hong, transforming a cultural idea into a competitive export product is a long journey. It requires not only inspiration but also the capacity to organize production, invest in processing technology, design packaging, build a distribution system and develop a well-structured marketing strategy.
Experts and businesses also believe that aspiration to make Vietnam "kitchen of the world" cannot stop at slogans. Having identified advantages in raw materials, from rice, coffee and tea to spices, task for businesses and industries is to enhance their value.
This means gradually reducing raw material exports, increasing proportion of deep processing; developing convenient products that suit fast-moving consumer trends; leveraging overseas Vietnamese network as natural "ambassadors"; and more importantly, building a long-term brand story.
"The world cannot fly to Vietnam to eat a bowl of pho, but Vietnam can standardize and package 'a bowl of pho' in a modern way, bringing it to the world along with story of rice grain, broth and culinary culture", Mr. Hong shared.
Looking back at picture of agricultural, forestry and fisheries export exceeding $70 billion in 2025, agricultural expert Hoang Trong Thuy believes that production foundation of Vietnamese agriculture is already strong enough. Remaining challenge is restructuring value chain so that added value does not continue to remain outside the borders.
In a volatile world, adaptability has helped Vietnamese agricultural products overcome headwinds. But to go further, agricultural sector needs to take another step: from exporting raw materials to exporting value; from selling products to selling stories.
When every grain of salt, rice and coffee is placed within cultural context and standardized according to international norms, aspiration of becoming "kitchen of the world" will no longer be a metaphor, but a concrete development strategy, measurable in both trade volume and market position.

Source: Vitic/ congthuong.vn