Vietnam's key export markets for fruits and vegetables remain China, the United States, Japan, the Republic of Korea, Thailand, and others. However, since the beginning of 2025, export turnover to China—the largest market—has continuously declined.

In the first two months of 2025 alone, Vietnam's fruit and vegetable exports to China totalled nearly 306 million USD, a 39% decrease compared to last year, accounting for 44.5% of the country's total fruit and vegetable export turnover. The primary reason for this drop is the decline in durian exports. In January 2025, durian export turnover to China was just over 18 million USD, down 74.1% compared to December 2024 and 83.2% compared to January 2024.

In January 2024, durian exports to China accounted for more than 92% of Vietnam's total durian export turnover, but by January 2025, this figure had dropped to just 57.56%. The main reason is that since late 2024 and early 2025, China has implemented stricter controls on durian imports from all exporting countries, including Vietnam.

In addition to meeting the previously announced quality standards, China has also enforced stricter inspections for cadmium and the banned substance auramine O (also known as "yellow O") in durian. Many Vietnamese exporters stated that while they had obtained certification for cadmium testing, they had not completed testing for auramine O, leading to delays in customs clearance or outright rejection.

Vietnam aims to achieve 8 billion USD in fruit and vegetable exports in 2025, an increase of nearly 1 billion USD compared to 2024. However, the continuous decline in export turnover over the first three months poses significant challenges to this goal. According to Dang Phuc Nguyen, Secretary General of the Vietnam Fruit and Vegetables Association, Vietnam must comply fully with China's new regulations and effectively expand exports to other markets. While fruit and vegetable exports to China dropped sharply in the first two months of 2025, most other markets showed growth. Specifically, exports to the US increased by 66% compared to the same period in 2024, Japan by 8%, the Republic of Korea by 23%, Thailand by 9%, Australia by 11%, and Malaysia by 35%.

Nguyen Dinh Tung, General Director of Vina T&T Group, shared that the company currently exports mangoes, pomelos, coconuts, and other fruits to the US. The company has continuously invested in research and development of modern post-harvest preservation and processing technologies to extend shelf life, ensuring fruits remain fresh even when shipped to distant markets like the US. However, fruit export turnover to the US. remains low due to stringent quality requirements.

Additionally, logistics disruptions and rising transportation costs have prevented many businesses from fully capitalising on the US market. Nonetheless, this remains a promising market for Vietnamese fruits, especially in the high-quality, premium-priced segment, particularly for deeply processed products. The US dried fruit market is projected to grow at an annual rate of 5.08% between 2025 and 2033, driven by increasing consumer demand for plant-based diets.

According to the Import-Export Department (Ministry of Industry and Trade), US fruit production has been continuously declining in recent years, dropping below 21 million tons in 2024, leading to an annual increase in fresh fruit imports. Bananas are the top imported fruit, with an import volume of approximately 4.7 million tons, followed by pineapples at 1.32 million tons in 2024. These are also two fruits which Vietnam has been expanding production and exports, raising hopes for growth in the US market.

Meanwhile, the European Union (EU) market is increasingly favouring Vietnamese fruits such as mangoes, pineapples, dragon fruits, passion fruits, rambutans, lychees, and longans. Thanks to the advantages provided by the EU-Vietnam Free Trade Agreement (EVFTA), Vietnam's fruits and vegetables have favourable conditions to enter the EU market. Vietnam is currently the 24th largest external supplier of fruits, vegetables, and processed products to the EU, indicating significant untapped potential in this market.