Wholesale markets across Vietnam are bustling with the upcoming Lunar New Year (Tet) holiday goods, including a type of dried vegetable imported from China. Remarkably, these vegetables are being marketed locally as “imperial delicacies” and sold at premium prices.

The term “imperial delicacy” historically referred to rare and exquisite regional specialties once reserved for royalty. In recent years, this phrase has become a popular marketing tool to promote various agricultural and specialty food products.

As the year 2024 comes to a close, the term “imperial delicacy” is making waves across online wholesale markets, particularly in posts advertising a type of dried vegetable imported from China.

On an online wholesale market with over 150,000 members, trader Ngo Thi Xuan has been actively selling “imperial vegetables” at 270,000 VND per kilogram.

High demand for “imperial vegetables”

According to Xuan, these “imperial vegetables” - also known as sea celery or dried water dropwort - originate from Jiangsu province in China. Although imported year-round, demand for these vegetables surges during Tet, prompting traders like Xuan to increase their stock.

The dried vegetable can be rehydrated in water and then used in a variety of dishes such as stir-fries, salads, and pickled recipes. Its crunchy texture and distinctive aroma have made it a favorite among home cooks.

"Since mid-November, I’ve been importing 1-2 tons of this dried vegetable per shipment to meet wholesale orders," Xuan revealed.

However, for her latest shipment over the weekend, Xuan brought in nearly 10 tons to stockpile for the Tet holiday. She explained that as Tet approaches, imports from China tend to slow down due to transportation delays, making early stocking essential to ensure supply.

Similarly, wholesaler Phung Van Quang, based near the Lao Cai border gate, has been selling around 300 kilograms of Chinese imperial vegetables to wholesale buyers daily since early December.

Quang sources both grade A and grade B products from China, offering them at 250,000–275,000 VND per kilogram. He noted that demand comes not only from northern Vietnam but also from southern provinces, with customers placing significant orders for the holiday season.

“During the long Tet holiday, people often choose to stock up on preserved vegetables, including this dried sea celery. My sales during the peak Tet season are about 3-4 times higher than usual,” Quang said. He emphasized that these dried vegetables have a long shelf life, lasting several months without spoiling.

Domestic vs. imported products

In Vietnam, imperial vegetables are grown in provinces such as Nam Dinh, Thanh Hoa, Nghe An, and Ha Tinh. However, distinguishing between locally produced and imported products on the market is challenging.

Retail prices for these dried vegetables range from 400,000 to 550,000 VND per kilogram, with the product often packaged in 200-500g bags or 0.5-1kg bundles.

Compared to other dried vegetables, imperial vegetables are exceptionally expensive. Many families consider them a luxury specialty, purchasing them not only for personal consumption but also as high-value gifts for the Tet holiday.

Tam An