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Exploring export opportunities for agricultural, forestry, and fishery products in the U.S. and Japanese markets

Leverage the vast potential of two leading international markets to enhance the value of Vietnam's agricultural, forestry, and fishery products. Explore new consumer trends, quality standards, and strategic partnership opportunities to help businesses expand and establish a sustainable position in the global supply chain.

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Market overview

U.S. Market

Vietnam’s exports of agricultural, forestry, and fishery products to the U.S. have made significant progress and continue to play a crucial role in the country’s overall export revenue. In 2024, as of the end of August, the export value of these products to the U.S. reached $8.5 billion, marking an increase of nearly 31% compared to the same period in 2023. Key export categories include wood products, seafood, coffee, and cashew nuts.

The U.S. is the largest import market for Vietnamese pangasius, accounting for 98% of the total pangasius export value to the U.S. in the first five months of 2024, with a turnover of over $120 million, up 19% from the previous year.
(Source: VnEconomy)

  • Vietnamese coffee continues to experience strong growth, with export revenue reaching nearly $2 billion in the first three months of the year, largely driven by the rising export value of Robusta and Arabica. (Source: VnEconomy)
  • Fruit products such as passion fruit, seedless lime, and jackfruit are expanding their market presence thanks to new quarantine agreements between the two countries. (Source: VnEconomy)
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Wood and wood product exports to the U.S. account for over 40% of the country’s total wood furniture imports, reaching $6.14 billion in the first five months of 2024. (Source: VnEconomy)

Japan Market

Vietnam’s exports of agricultural, forestry, and fishery products to Japan play a crucial role in the trade relations between the two countries. In 2024, Japan remains one of Vietnam’s largest export markets, accounting for approximately 6-7% of the total agricultural export turnover.

Shrimp, pangasius, and tuna are the key export products, with shrimp accounting for the largest share due to its stable quality and compliance with Japanese standards. Shrimp exports in the first nine months of 2024 reached nearly $2.8 billion, up 10.5% compared to the same period. (Source: VnEconomy, VIOIT)

  • Japan is an increasingly growing market for specialty and high-quality coffee. Vietnamese coffee exports to Japan have made a significant contribution to the country’s total coffee export revenue, with a notable increase in export value over time. (Source: VnEconomy)

  • Fruits and vegetables: Products such as bananas, mangoes, and dragon fruit have experienced strong growth. In January 2024 alone, the export value of fruits and vegetables to Japan reached $16.9 million, marking a 53.2% increase compared to the same period last year. (Source: AsemconnectVietnam.gov.vn)

  • Wood Pellets: Japan’s import of wood pellets increased by over 40% in 2022, with a total volume reaching approximately 4.4 million tons. Vietnam remains the leading supplier, contributing over 50% of the total supply.

  • Engineered Wood Flooring: The value of these imported products has surged significantly, with China, Vietnam, and Austria among the top suppliers, marking an increase of about 35% compared to the previous year.

  • Plywood: Japan’s plywood imports have risen considerably, showing a growth of approximately 35% compared to previous years.

Market trends

Consumer Trends in the U.S. Market
  • U.S. consumers prefer high-quality agricultural, forestry, and seafood products that undergo strict food safety controls, ensuring product quality and clear origin traceability.
  • Products that are close to nature, environmentally friendly, sustainably produced, and contribute to reducing greenhouse gas emissions are increasingly favored.
Consumer Trends in the Japan Market
  • Focus on health and food safety.
  • Preference for products with clear origin traceability.
  • Preference for convenient products.
  • Sustainability and eco-friendliness.

Import Standards of the U.S

Import Standards of Japan

Our advantages

The One-stop business growth shop

Adjust segmentation strategy, targeting, and positioning specifically for the Japanese market.

Specialized processes and methodologies tailored to the business characteristics of Japan.

Comprehensive training programs designed to overcome cultural and language barriers.

A customized approach to creating effective websites and landing pages that align with the aesthetics and business culture of Japan

Propose and provide technology solutions such as SFA and CRM, optimized for the Japanese market.

Why us?

Maximize resource savings for businesses: time, costs, manpower, etc.

Simplify the process of searching for and reaching potential customers.

Seize opportunities early and integrate technology into your business.

Receive consultation and support from top-tier, dedicated experts.