In July, Vietnam Clean Seafood JSC, based in Can Tho City, successfully exported its first shipment of tilapia fillets to Japan for use in sushi and sashimi after spending around six months developing farming and processing procedures that meet value-added product standards.
The company plans to expand exports of value-added tilapia products to the US, Canada and other international markets.
Last year, a cooperative in the former Hai Duong Province also successfully raised large tilapia using high-tech farming methods and exported the fish to the US.
Speaking on the sidelines of a press conference for VIETFISH 2026, Do Ngoc Tai, general director of Tai Kim Anh Seafood Processing JSC and chairman of the Vietnam Association of Seafood Exporters and Producers (VASEP), said the company was confident in the potential of tilapia, particularly in higher-value segments such as sashimi.
As marine fish stocks become increasingly scarce and fishing costs rise, tilapia offers an attractive alternative thanks to its stable supply and competitive pricing, Tai said.
The shift towards higher-value markets relies on strict quality and food safety controls throughout the farming and processing chain. The fish are raised in brackish water, transported live to processing plants after harvesting and handled immediately under stringent procedures to preserve freshness.
As a result, international buyers in markets such as China and Indonesia have responded positively to Vietnamese tilapia products, he said.
The fact that Vietnamese tilapia is beginning to enter the premium segment through its use in sushi and sashimi, dishes that demand high standards of quality and traceability, is an encouraging sign for the industry.
"Tai Kim Anh Seafood Processing expects domestic sales of these products to contribute around VND 100 billion (USD 3.8 million), equivalent to about 2 per cent of the company's total revenue," Tai said.
He added that deeply processed seafood products still faced difficulties in reaching domestic consumers. The main bottleneck was no longer production but distribution and marketing, meaning consumers had limited opportunities to access high-quality products.
Closer co-operation between producers, distributors, supermarkets and restaurants is therefore needed to bring such products closer to domestic consumers, he said.
According to VASEP data, Vietnamese tilapia exports to Japan reached nearly USD 200,000 in June 2026, up 11 per cent from the same month last year.
During the first six months of the year, exports to Japan were worth around USD 1.4 million, an increase of 54 per cent compared with the same period in 2025.
Frozen fillets accounted for the largest share of exports, representing 67 per cent of total export value. Value-added processed products accounted for 21 per cent, while other frozen tilapia products made up around 10 per cent.
The figures indicate that Vietnamese tilapia exports to Japan remain largely focused on fillets, while demand for higher-value processed products is beginning to emerge.
However, VASEP warned that Vietnamese tilapia exports are likely to face a number of challenges during the second half of 2026.
Exporters will need to closely monitor policy developments in key markets, particularly Brazil and the US, while actively diversifying their export destinations to minimise risks, sustain growth and improve their ability to adapt to fluctuations in international trade.