Two iconic Vietnamese food products - fish cakes (cha ca) and surimi - have become top sellers in South Korea, Thailand, and several other countries, generating over $195 million (approximately 5 trillion VND) in export revenue for Vietnamese businesses in just seven months.

According to the Vietnam Association of Seafood Exporters and Producers (VASEP), Vietnam’s fish cake and surimi exports continue to show impressive growth despite ongoing fluctuations in global markets.

Data from the General Department of Customs indicates that in July alone, exports of these products reached over $30 million, up 23% compared to the same month in 2024. This brought total revenue in the first seven months of 2025 to more than $195 million, marking a 28% increase year-on-year.

South Korea and Thailand remain the largest importers, spending $49 million (up 21%) and $46 million (up 24%) respectively on these Vietnamese specialties during the first seven months of the year. These two markets not only consume directly but also reprocess the products for distribution within the region.

Within the CPTPP bloc, exports of fish cakes and surimi rose 23% to $31 million. Notably, exports to Japan grew by 25%, reflecting a rebound in demand for traditional processed products. Exports to Malaysia and Singapore also rose significantly, by 19% and 21% respectively.

In July, exports to China (including Hong Kong) skyrocketed by 104% compared to the same period last year. For the first seven months of 2025, exports to this billion-population market surged 57%, reaching $26 million - highlighting increasing consumption and processing demand in the region.

The European Union also emerged as a bright spot, with exports in July up 89%. Cumulatively, exports to the EU for the seven-month period climbed 47% to $16 million.

Conversely, exports to the US remained modest at $6 million, with a slight 2% increase. In July, exports to the US plummeted by 74% year-on-year, mainly due to retaliatory tax policies and caution among American importers.

VASEP experts forecast that for the remainder of the year, Asia will continue to drive growth in Vietnam’s fish cake and surimi exports, thanks to steady demand and pricing flexibility.

Meanwhile, the EU is expected to maintain its recovery trajectory, particularly favoring convenient, small-packaged products that align with cost-saving consumer trends. The Chinese market may continue its strong momentum, though it faces fierce competition from Russian and ASEAN suppliers.

The US market is expected to remain unpredictable. VASEP advises exporters to proceed with caution and to only finalize orders with clear tax confirmations.

In addition, businesses are encouraged to explore emerging niche markets, where demand is surging and potential remains untapped. In the first half of this year, Vietnam's fish cake and surimi exports to some new destinations showed explosive growth - up 470% to the UAE, 261% to Mauritius, and 1,171% to New Zealand.

Tam An