According to Vietnam Customs, export revenue from dragon fruit reached US$485.2 million in the first 11 months of 2025, down 0.8% year on year and the lowest level since 2014. The fruit, once Vietnam’s top export earner among fresh fruits, previously generated more than USD1 billion annually.

Between 2014 and 2018, dragon fruit exports experienced strong growth, peaking at around USD1.3 billion in 2018. Since then, export value has gradually declined as consumption patterns shifted and competition increased.

China remained Vietnam’s largest market, accounting for about US$301.7 million, or 62.2% of total dragon fruit exports during the period. However, shipments to China fell 4.5% from a year earlier, underscoring slowing import demand as the country rapidly expanded domestic cultivation.

China’s dragon fruit output is estimated at around 1.6 million tonnes per year, nearly sufficient to meet domestic consumption.

Exports to several other markets recorded growth, though from a relatively low base. Shipments to India rose 6.4% to nearly US$41.8 million, while exports to Thailand surged 71.1%. Nevertheless, these markets remain too small to offset declines in China.

Exporters attribute the downturn largely to a sharp increase in global supply, which has intensified price competition. In addition to China, India has expanded its cultivation area, while Mexico has emerged as a significant competitor in the North American market.

Industry participants say Vietnam’s dragon fruit sector needs to reassess market strategies and adjust production toward higher quality standards, greater product diversification and increased off-season output to maintain competitiveness over the medium and long term.

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