According to the latest data from Vietnam Customs, export turnover to Japan last year hit US$237.8 million, equivalent to about VND6,182.8 billion. Over the past five years, the product group has maintained an average annual growth rate of more than 60%.

Chrysanthemums, bananas and sweet potatoes generated a combined US$111.62 million, or roughly VND2,902 billion, representing nearly 47% of total fruit and vegetable export turnover to Japan.

Chrysanthemums led with US$43.6 million, accounting for 18.34% of the total and rising 7.01% from 2024. Banana exports stood at US$42.6 million, up 33.47%, lifting their share to 17.93%, nearly three times higher than in 2021. Sweet potatoes brought in US$25.3 million, making up 10.65%, up 2.52%.

Other items also recorded growth. Eggplants totaled US$19.9 million, up 17.72%, while mango exports reached US$16.8 million, up 13.66%. Green beans, acerola, pineapples, lychees and coconuts posted strong increases despite their smaller scale. In contrast, yam, potatoes, corn, chili, dragon fruit and ginger declined from the previous year.

Japanese consumers prioritize uniform quality, attractive appearance and stable year-round supply. Chrysanthemums benefit from durability and steady demand; sweet potatoes align with healthy eating trends thanks to their natural sweetness and nutritional value; and bananas are favored for convenience and their suitability across consumer segments.

The Vietnam Fruit and Vegetable Association said Japan maintains stringent standards on food safety, traceability and packaging specifications, but offers stable purchasing power and is willing to pay higher prices for products that meet requirements.

The fact that three items account for nearly half of total export turnover indicates that the Japanese market not only consumes tropical fruits but also maintains strong demand for vegetables and fresh flowers.

The trend provides a basis for Vietnamese enterprises to continue investing in high-standard production, develop sustainable supply chains and increase value addition, thereby consolidating their position in the Japanese market over the long term.

Japanese firms in Vietnam hit 15-year profit high

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