Vietnam fruit exports target $10 billion by 2026

Strategic Export Growth Targets

Vietnam's fruit and vegetable sector is demonstrating a notable trajectory of export expansion, with projections indicating a total value surpassing US$10 billion for 2026. This follows a period of consistent increases, from approximately US$7 billion in 2024 to US$8.6 billion in 2025, according to figures cited by the Vietnam Fruit and Vegetable Association.

This sustained growth is underpinned by efforts to enhance product reputation and diversify market access. Key products such as durian, passion fruit, and dragon fruit are identified as primary contributors to this export revenue, reflecting their increasing appeal in international markets.

The strategic objective for the sector is to build on this momentum, translating the country's substantial agricultural capacity into a larger, more influential share of the global fresh produce market.

This ambition is supported by a focus on the diverse varieties, high quality, and nutritional value of Vietnamese produce, aiming to secure consumer confidence on a broader international scale.

International Trade Fair Engagement and Commercial Outcomes

A central component of Vietnam's export strategy involves active participation in international trade events, exemplified by the Asia Fruit Logistica held in Hong Kong from 2–4 September 2026. This year's event featured a Vietnamese delegation comprising 24 booths representing 22 businesses from across the nation, organised by the Vietnam Fruit and Vegetable Association.

This participation marks a consistent expansion from 10 businesses in 2017, demonstrating a rising commitment to international market engagement.

Such platforms serve as direct conduits for connecting Vietnamese producers with global distributors and consumers, showcasing a range of products and services spanning fresh fruit, machinery, logistics, and smart agricultural solutions.

At Asia Fruit Logistica 2025, Vietnamese firms secured contracts valued at approximately US$5 million directly with international partners, with expectations for a higher revenue outcome from the 2026 event given the expanded delegation and market interest.

Market Diversification and Product Focus

Vietnamese exporters are actively pursuing market diversification beyond traditional Asian destinations, aiming for a broader global footprint. Le Minh Tuan, director of Pulimex Import-Export, noted his company's display of Vietnamese specialities, including dragon fruit, coconut, banana, longan, rambutan, and mango, at the Hong Kong fair.

The primary objective for Pulimex is to identify new partners and expand export markets across Asia, the U.S., Europe, Australia, the Middle East, and Africa. Similarly, Le Huu Dung, director of Vinafood International, which currently exports Vietnamese fruits to India and the Middle East, expressed ambitions to enter additional potential markets.

This strategic shift towards broader geographic reach is supported by the perceived diversity and growing recognition of Vietnamese fruit quality, indicating a deliberate effort to reduce reliance on single market segments and enhance resilience.

Technological Adoption and Quality Enhancement

Beyond direct sales and market expansion, participation in events such as Asia Fruit Logistica offers Vietnamese businesses critical exposure to advanced agricultural technologies and practices.

Dang Phuc Nguyen, Secretary General of the Vietnam Fruit and Vegetable Association, highlighted the fair's showcase of innovations in harvesting, processing, preservation, and transportation, particularly smart, organic, and environmentally responsible farming solutions.

This exposure presents tangible opportunities for Vietnamese firms to consider importing these technologies or engaging in technology transfer agreements, thereby improving their operational capabilities. Such adoptions are critical for enhancing product quality, extending shelf life, and increasing the overall value of agricultural exports.

This strategic focus on technological integration is a key factor in reinforcing Vietnam's competitive position and reputation in international fresh produce markets.

Implications for Market Participants

The trajectory of Vietnam's fruit and vegetable exports towards the US$10 billion target in 2026 suggests a maturing sector capable of sustained international expansion. For decision-makers in logistics, agricultural technology, and food distribution, this indicates a growing origin market with increasing demand for supply chain efficiencies and quality-enhancing inputs.

The Vietnam Fruit and Vegetable Association's continued support for international market access initiatives, alongside direct government assistance in navigating legal and payment procedures, will remain crucial for further growth.

Future developments to observe include the specific revenue figures reported from the 2026 Asia Fruit Logistica, which will provide an early indicator of commercial success for the current year.

Additionally, the detailed breakdown of export growth by product category in the association's Q4 2026 or full-year 2026 reports will offer further clarity on market penetration and the performance of key fruit varieties.