Impressive growth, wide-open market
Vietnam's durian exports are showing positive growth signals in the first months of 2026, further affirming its position as one of the key fruit products in the international market.
According to data from Customs Department (Ministry of Finance), in March 2026 alone, durian export turnover reached US$76 million, a 2.6-fold increase compared to the previous month and a 67.4% increase compared to the same period in 2025. Cumulatively, in the first quarter, export value reached US$221.7 million, a 2.3-fold increase compared to the same period last year.
Notably, China continues to be the main market, accounting for over 90% of total export turnover with outstanding growth. In addition, many other markets such as the US, South Korea, Australia and Japan also recorded positive growth, demonstrating increasing attractiveness of Vietnamese durian.
In an interview with Industry and Trade Newspaper, Mr. Dang Phuc Nguyen, General Secretary of Vietnam Fruit and Vegetable Association, stated that this growth reflects the strong international demand for durian. “Among Vietnam’s largest durian markets, China is the fastest-growing market. This shows crucial role of the billion-person market in driving the entire industry’s growth”, said Mr. Dang Phuc Nguyen.
However, durian export picture in the first quarter of 2026 is not entirely bright. While export price of frozen durian increased by more than 20%, export price of fresh durian, the main product, decreased slightly compared to the same period last year. This indicates increasing competitive pressure and higher demands for product quality and standards.
“Green Channel” and challenge of transparency in value chain
In this context, a significant shift in durian industry was noted when, in mid-April 2026, the first shipment was cleared through customs under the “green channel” process at Huu Nghi International Border Gate. This is a pilot model applying a full-process traceability system, marking a change in the way agricultural exports are managed.
The shipment, consisting of two containers, was produced using a closed-loop process from cultivation, harvesting, packaging to completion of electronic documentation. All information is updated continuously, creating a linked chain from orchard to border crossing.
Speaking at the event marking the first shipment of durian cleared through customs under the "green channel" process based on a full-process traceability system, Mr. Nguyen Quang Tin, Deputy Director of the Science and Technology Department (Ministry of Agriculture and Environment), stated that traceability not only ensures transparency throughout production process but also allows for inspection and tracing back when necessary. This is a crucial factor in meeting the increasingly stringent requirements of import markets.
Key difference of "green channel" model lies in fact that control is implemented right from the input stage, instead of focusing only on the final stage as before. From soil sampling and labeling at the farm to attaching QR codes to each carton and tracking the journey using GPS devices, entire process is digitized and closely monitored.
Application of technology not only shortens customs clearance time but also enhances product reliability. According to information from the management agency, time from harvest to goods passing through border is significantly shortened compared to traditional methods.
Beyond technical aspect, this model also opens up a new approach in agricultural product management, where data becomes central to value chain. Each product has a unique "identifier," allowing for tracking entire journey from production to consumption.
On part of durian exporting businesses, they also acknowledge that digitizing information not only serves for verification and authentication but also supports market analysis, thereby improving operational efficiency and business strategy development.
Mr. Dang Phuc Nguyen stated that global demand for durian, especially in Chinese market, is rapidly increasing along with expansion of middle class. Advantages in geographical location, transportation costs and improved customs clearance procedures are helping Vietnamese durian increase its market share.
However, rapid growth without control poses many risks. Rapid expansion of growing areas can lead to oversupply, while quality and standard requirements are becoming increasingly stringent.
Therefore, to maintain growth momentum, durian industry needs to focus on core elements such as quality control, ensuring traceability and adhering to international standards. Simultaneously, rational planning of growing areas is necessary to avoid uncontrolled development.
Furthermore, investing in deep processing, post-harvest preservation and logistics systems will be crucial solutions to enhance added value and minimize market risks.
"Opportunities are opening up greatly for Vietnamese durian. But to 'go far', this industry cannot rely solely on market demand; it needs a long-term development strategy in which transparency and digitalization of the value chain play a key role", Mr. Dang Phuc Nguyen shared, adding that successful implementation of "green channel" model is not only a step forward for durian but also a prerequisite for expanding to other agricultural products. This is considered a "passport" that helps Vietnamese agricultural products enhance their reputation, meet market demands and gradually assert their position on the global trade map.

Source: Vitic/ congthuong.vn