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"Every month, our company exports approximately 320 tons of durian and nearly 500 tons of coconut. Additionally, we ship 3-4 containers of longan (about 16 tons per container) and 7-9 containers of dragon fruit per week," said Nguyen Dinh Tung, CEO of Vina T&T Group, describing the company's early 2025 export orders.
Vietnamese exporters have successfully capitalized on China's booming demand for durian, while also expanding exports of other high-value fruits such as coconuts, longans, pomelos, and mangoes. This has driven steady orders and skyrocketing revenues.
Vina T&T has been part of this upward trend, benefiting from the overall industry boom. In 2024, the company recorded approximately VND 2 trillion ($78 million) in revenue - an impressive 30% increase from the previous year.
According to the General Department of Customs, after peaking at $3.81 billion in 2018, Vietnam’s fruit and vegetable exports stagnated for several years, even declining to $3.26 billion in 2020 and $3.36 billion in 2022.
However, the sector roared back to life in 2023, surging to $5.7 billion - shattering the previous record. In 2024, exports soared even higher, reaching $7.15 billion, nearly doubling the 2018 figure.
Vietnam’s fruit and vegetable sector on the global stage
Nguyen Thanh Binh, Chairman of the Vietnam Fruit and Vegetable Association, highlighted that Vietnam’s fruit and vegetable industry now exports to over 60 markets. Major products such as mangoes, bananas, and durian have become the second-largest fruit imports in China, the world’s biggest consumer of fresh produce.
Vietnam’s market share continues to grow worldwide. In China, Vietnamese fruit exports have climbed from third to second place, while in the U.S., they have grown by over 30%. In Thailand, exports have surged more than 80%.
According to industry leaders, this success is largely due to Vietnam’s efforts to secure official export agreements.
Before 2018, Vietnam’s fruit exports were booming, but much of the trade relied on unofficial cross-border channels. When major markets, particularly China, tightened quality regulations and imposed stricter import standards, Vietnamese exports faced significant disruptions.
To address these challenges, Vietnam’s authorities have worked to gain official export access for key products, including durian, passion fruit, coconut, pomelo, and bananas. These agreements have not only boosted export volumes but also stabilized domestic prices, reducing the risk of market crashes after bumper harvests.
Durian: from bargain fruit to billion-dollar export
Durian, once a struggling commodity in Vietnam, has undergone a dramatic transformation. In the past, oversupply often led to calls for price relief campaigns. However, since mid-2022, when Vietnam secured official export approval for durian in China, sales have skyrocketed.
In 2024 alone, durian exports generated nearly $3.3 billion - an increase of more than $1 billion from 2023. The fruit now accounts for almost 50% of Vietnam’s total fruit and vegetable export revenue, setting a new all-time high.
Notably, durian prices have remained consistently high, bringing windfall profits to farmers. Many durian growers have reported earnings of up to VND 1 billion ($39,000) per hectare, while some large-scale farms have made as much as VND 50 billion ($1.95 million) in a single harvest, turning orchard owners into overnight millionaires.
Beyond market access, improvements in farming practices - such as designated growing area codes and higher quality standards - have played a crucial role in Vietnam’s record-breaking agricultural exports.
Aiming for $10 billion in agricultural exports
According to Vietnam’s Ministry of Agriculture and Rural Development (MARD), the country originally set a target of $5 billion in fruit and vegetable exports by 2025 and $6.5 billion by 2030. However, with rapid growth, the sector has already exceeded these projections in 2024.
Vietnamese exporters are now setting their sights on reaching $8 billion in 2025 and eventually hitting the $10 billion mark in the near future.
In 2024, Vietnam’s durian exports reached nearly $3.3 billion, accounting for almost 50% of the country’s total fruit and vegetable export revenue.
Nguyen Khac Tien, Chairman of Ameii Vietnam JSC, sees 2023 as just the beginning of a larger expansion for Vietnamese fruit exports. He believes the country still has immense untapped potential, with several fruit varieties awaiting official export approval.
However, for Vietnam to sustain its momentum, he emphasized the need for improved production management. Farmers must adapt to international standards and adhere to stringent quality control measures required by global markets.
Currently, Vietnam cultivates around 1.2 million hectares of fruit crops, producing over 12 million tons annually. Key products such as durian, bananas, jackfruit, pomelos, lychees, mangoes, and dragon fruit are gaining increasing recognition in international markets.
Despite this success, fresh fruit still dominates Vietnam’s exports, while processed products - such as juices, dried fruits, and frozen goods - account for less than 14% of total export revenue (about $1 billion).
As global demand for convenient and health-conscious food options grows, particularly in Europe, North America, and East Asia, processed fruit products represent a lucrative opportunity for Vietnam’s agricultural sector. The global organic food market alone is projected to surpass $300 billion by 2030, driven by increasing consumer focus on health and longevity.
Experts believe that by expanding into these high-value segments, Vietnam can sustain its remarkable export growth and further strengthen its global position.
Tam An