According to the Vietnam Association of Seafood Exporters and Producers, Japan is regarded as one of the world’s most demanding markets for imported seafood, both in quality standards and consumer culture. The development therefore carries significance beyond simple commercial gains.
The move signals that Vietnamese pangasius has gradually overcome some of the strictest barriers in the Japanese market, including consumer acceptance of freshwater fish in a country that traditionally favours marine species and wild-caught seafood.
The association said Vietnamese producers have had to meet rigorous requirements on sensory quality and food safety. Farming and processing are tightly controlled, with microbiological indicators kept at very low levels. Meeting these standards has helped enhance the credibility and image of Vietnamese pangasius in Japan and internationally.
In 2025, Vietnam’s pangasius exports surpassed USD 2.00 billion, with shipments to Japan reaching USD 46 million, up 15 per cent from 2024. In the first two months of 2026, exports to Japan totalled USD 8 million, a rise of 43 per cent year on year. The trend suggests Japanese consumers are becoming more receptive to Vietnamese pangasius, alongside a wider range of products.
The association noted that there remains substantial room for growth in Japan, where pangasius still accounts for a modest share of total seafood consumption. While not yet a major market by value, Japan could play an important role in positioning Vietnamese pangasius and strengthening its global reputation.
In the first two months of 2026, Vietnam’s pangasius exports reached USD 331 million, up 28 per cent compared with the same period in 2025. China remained the largest destination with USD 94 million, an increase of 86 per cent, followed by the United States and Brazil.
However, challenges persist. In the European Union, shortages of whitefish supply have emerged, but China and Brazil are increasing exports of tilapia to the region, intensifying competition with Vietnamese pangasius. Meanwhile, conflict in the Middle East is raising the risk of disruptions to maritime shipping routes, pushing up logistics costs and affecting import demand and delivery schedules.
