“Happy Fruits” Captivate Even the Most Discerning Japanese Consumers, Sparking Import Competition from China – Vietnam Boasts Over 2 Million Tons Annual Production

According to Vietnam Customs, bananas ranked third among Vietnam’s fruit exports in the first eight months of 2025, following durian and dragon fruit, with earnings of $280 million, a 9% increase year-on-year. In August alone, banana exports generated $23.5 million, up 18% from August 2024.

In Vietnam, bananas account for over 19% of the total fruit-growing area annually, with approximately 155,000 hectares dedicated to banana cultivation, yielding nearly 2.5 million tons per year. Dong Nai province, known as the nation’s banana export hub, cultivates bananas on over 70% of the Southeastern region’s total banana area.

Currently, most Vietnamese bananas are exported as fresh fruit, primarily to China, South Korea, Japan, and several Middle Eastern countries.

The Vietnam Fruit and Vegetable Association (VINAFRUIT) identifies three key factors enhancing Vietnamese bananas’ competitiveness in Asian markets, including Japan. First, their quality and pricing are competitive compared to regional counterparts, such as Philippine bananas. Second, Vietnam enjoys logistical advantages in transportation. Third, Vietnamese banana varieties are resistant to Panama disease, a significant threat to banana plantations worldwide.

Japanese trade data reveals that in 2024, Japan imported 33,000 tons of bananas from Vietnam, nearly 14 times the 2019 figure. In July 2025, banana exports to Tokyo more than doubled compared to the same period in 2024. Vietnam’s advantage is further bolstered by a 5.4% import tariff, set to decrease to 0% by 2028 under the CPTPP agreement, promising expanded opportunities in this demanding market.

Beyond Japan, Vietnam’s banana exports to China have also seen remarkable growth. Vietnamese bananas have surpassed Philippine bananas to become the largest share of China’s banana imports. Since the beginning of the year, Vietnamese bananas have captured nearly 50% of China’s import market, thanks to improvements in quality, packaging, and logistical advantages.

In China, bananas are a favorite fruit and a popular dessert, often used in various processed foods like cakes and jams.

South Korea is another significant market. According to VINAFRUIT, in June 2025, bananas were the highest-value fruit export to South Korea, outperforming mangoes, dragon fruit, and watermelons.

Bananas are a strategic crop for Hoang Anh Gia Lai Corporation, chaired by Mr. Doan Nguyen Duc (known as Mr. Duc). With 7,000 hectares of banana plantations, this crop has become the company’s primary revenue source, helping it navigate challenging periods. Mr. Duc highlights bananas’ advantages: industrial-scale production, minimal competition with smallholders, ease of storage and transportation, and cost-effective sea exports to China.

In 2024, banana exports earned Vietnam $378 million, or approximately $2,400 per hectare. Experts anticipate that Vietnam’s banana industry could reach $4 billion in export value, nearly tenfold its current level.

Bananas are highly nutritious, rich in fiber, potassium, vitamins, and carbohydrates, providing an excellent natural energy source. Dubbed the first “superfood,” bananas were recognized by the American Medical Association in the early 20th century as a healthy food for children and a treatment for celiac disease. Additionally, bananas are known as the “fruit of happiness” for their stress-relieving properties and nutritional benefits.