According to ITC statistics, Japan’s whitefish imports in the first eight months of 2025 continued to show positive growth. The US remained the largest supplier, followed by Russia and Vietnam.
Pangasius is becoming increasingly popular in the Japanese market
For Vietnamese pangasius, total export value to Japan reached USD 34 million in the first nine months of 2025, up 14% compared to the same period in 2024. In September alone, Vietnam’s pangasius export value to Japan increased by 12% compared with September 2024, indicating rising import demand, especially as wild-caught species such as pollock and cod are facing pressure from reduced catch volumes due to tightened quotas.
Frozen pangasius fillets remain the main export item to Japan, reaching nearly USD 30 million in the first nine months, up 11%. Meanwhile, the value-added pangasius category grew strongly by 47%, reflecting strong consumer demand in Japan for this product line. Export value of other fresh, frozen whole pangasius and cut products also increased by 39%, showing an expansion in the export structure in the Japanese market.
In the structure of whitefish consumption in Japan, pangasius fillets currently rank second only to Alaska pollock fillets, becoming an increasingly popular substitute in the processed food industry, restaurant chains, and supermarkets.
This growth partly comes from the CPTPP Agreement, which helps Vietnamese pangasius receive tariff preferences, thereby achieving a more competitive price compared with other imported products. Especially as Japan’s economy slows down, consumers tend to choose products that are reasonably priced, have stable origins, and are easy to prepare.
Not only popular in supermarkets, Vietnamese pangasius has just been added to the menu of the Kura Sushi restaurant chain — one of Japan’s well-known sushi brands. The appearance of pangasius sushi affirms the position of Vietnamese seafood in this demanding market, as Vietnamese pangasius can meet strict standards on food safety, farming practices, and processing.
Competitive pressure from Russia and the need for product diversification
However, competitive pressure is increasing as Russia shows clear intentions to boost seafood exports to Asian markets, including Japan, to compensate for declining exports to Europe. If supply from Russia increases, especially processed products from pollock and cod, the competitive price gap may narrow.
In this context, Vietnamese enterprises are recommended to strengthen diversification of value-added products and invest in convenient product lines such as portioned fillets, breaded products, ready-to-cook packaged products, or those processed for foodservice. At the same time, enterprises need to enhance and meet quality certifications and standards on traceability and transparency in production processes to consolidate credibility with Japanese importers, aiming for stable and long-term development in this market.
With stable growth momentum, tariff support from the CPTPP Agreement, and the shift toward sustainably farmed seafood, the Japanese market remains a potential destination for Vietnamese pangasius. Developing deeply processed products not only helps expand market share but also enhances the brand value of Vietnamese seafood in the global supply chain.
(seafood.vasep.com.vn) Although Germany’s tuna imports have declined, Vietnam’s tuna exports to the market continue to show positive signs. Notably, export value recovered strongly in Q3/2026, and German import data also show Vietnamese products strengthening their position amid competition among suppliers.
(seafood.vasep.com.vn) Seafood exports are holding double-digit growth, but the opportunities are not spread evenly across product groups and markets. As businesses draw up their plans for 2027, Vietnam Seafood Summit 2026 (VSS2026) offers a chance to look ahead together: what to sell, where to sell it, and how to prepare for growth in the coming years.
(seafood.vasep.com.vn) With less than two weeks to go, the Vietnam Seafood Summit 2026 (VSS 2026) will officially take place in Can Tho. Under the theme “Seafood Market Outlook 2027–2029 – Opportunities and Potential for Double-Digit Export Growth,” the Summit is organized by VASEP at a time when seafood businesses are facing rapid market shifts, changing buyer demand, trade policy changes and growing competitive pressure all at once.
(seafood.vasep.com.vn) On October 28, 2026, the China Fisheries & Seafood Expo opened in Qingdao, China. The expo takes place over three days from October 28 to 30, 2026. This is a prestigious specialized seafood exhibition organized annually by Sea Fare Exposition Inc.
(vasep.com.vn) In the first nine months of 2026, Vietnam’s tilapia exports to the CPTPP bloc reached $7 million, marking a 51% year-on-year increase. The bloc rstands as the fourth-largest market for Vietnamese tilapia, trailing Brazil, the US, and Saudi Arabia.
(vasep.com.vn) VASEP has officially announced the program for Vietnam Seafood Summit 2026 (VSS 2026), featuring five in-depth sessions covering industry outlooks, trade barriers, buyer demand, the domestic market, and solutions to improve productivity and reduce costs across the seafood value chain.
(vasep.com.vn) Vietnam’s shrimp exports reached US$3.7 billion in the first nine months of 2026, up 11% year on year. Although growth has been supported by China and several markets within the CPTPP, momentum is slowing as exports to the United States and the European Union decline. Tariff pressures, international competition, and raw material challenges are creating significant hurdles for exporters in the final months of the year.
(vasep.com.vn) Markets are changing faster, buyer requirements are becoming more demanding, and trade barriers are growing increasingly complex. In this environment, seafood businesses need more than an understanding of current market conditions. They need a longer-term perspective to answer a critical question: Where will growth opportunities come from in 2027–2029, and what should businesses do now to prepare? This is one of the key reasons why VASEP is organizing Vietnam Seafood Summit 2026.
(vasep.com.vn) In the first eight months of 2026, Vietnam’s pangasius exports to the Middle East reached US$113 million, up 7% year on year from the same period in 2025. Growth has become more pronounced in recent months. In August alone, exports to the region totaled US$20 million, an increase of 24%. This indicates that demand for Vietnamese pangasius in the Middle East is gradually recovering after a slowdown in March, although the pace of recovery varies across markets.
(vasep.com.vn) China’s shrimp imports continued to grow strongly in 2026, while Vietnam’s shrimp exports to the market also recorded notable growth. However, behind these positive figures lie two distinct trends: Chinese consumption is growing more slowly than imports, and lobster accounts for a substantial share of Vietnam’s shrimp exports to China, making its product mix significantly different from those of Ecuador and India. Exporters therefore need to assess each segment carefully to understand the opportunities and risks.
VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM
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