Vietnamese tilapia explores new segments and markets

Brazil remains the leading market

Brazil continued to play a prominent role in Vietnam’s tilapia export structure. In August alone, export value to this market reached US$4 million. In the first eight months of 2026, Vietnam’s tilapia exports to Brazil totaled US$44 million, surging 22,142% year-on-year.

This exceptional increase mainly reflects the rapid expansion of export volumes from a low base in the same period last year. Brazil now accounts for nearly half of Vietnam’s total tilapia export value in the first eight months, making it one of the key markets for the product.

U.S. market remains under pressure

In the United States, Vietnam’s tilapia exports reached US$2 million in August, down 72% year-on-year. During the first eight months, export value totaled US$21 million, down 48%.

U.S. demand has yet to show a clear recovery, while relatively high inventory levels have made importers more cautious about new purchases. This situation continues to weigh on Vietnamese tilapia exports to one of the major consumer markets.

Middle East and Japan show positive signals

In Saudi Arabia, Vietnam’s tilapia exports reached US$2 million in August, up 20% year-on-year. Cumulative exports in the first eight months reached US$7 million, up 23%. Saudi Arabia remained a key contributor to the Middle Eastern market, with total exports to the region reaching US$7 million, up 23%.

Japan, meanwhile, recorded notable growth in August, with export value reaching US$400,000, up 192% year-on-year. In the first eight months, exports to Japan totaled US$2 million, up 77%.

Notably, Vietnamese brackish-water tilapia has begun entering Japan’s sushi and sashimi segments. Meeting stringent requirements for product quality, farming-water control, traceability and processing for these segments demonstrates the potential to expand the value-added applications of Vietnamese tilapia, rather than competing primarily in mainstream segments.

Markets continue to expand

Beyond individual markets, several regions also recorded positive results. In the first eight months of 2026, Vietnam’s tilapia exports to CPTPP markets reached US$6 million, up 50%, with Japan and Mexico making significant contributions. Exports to the EU reached US$4 million, up 7%, with Belgium serving as the main growth driver.

In Europe, relatively limited supplies and higher prices for wild-caught whitefish are creating additional room for farmed species that can provide stable supplies. Tilapia could be considered as an alternative raw material in certain segments, particularly when it can meet requirements for quality, specifications and certification.

Quality remains key

The first eight-month results show that Vietnamese tilapia is gradually expanding its market reach. However, heavy dependence on several markets and the sharp decline in exports to the U.S. also indicate that the sector continues to face considerable market volatility.

The entry of Vietnamese tilapia into Japan’s sushi and sashimi segments could open new development opportunities not only in Japan but also in other high-standard markets. To sustain current growth, exporters need to maintain strict quality control from farming areas through processing, meet international certification requirements, ensure traceability and further leverage the advantages of brackish-water tilapia.

Building a strong reputation for Vietnamese tilapia will also require a gradual approach based on consistent quality, reliable supply and products tailored to the specific needs of each market. These will provide the foundation for Vietnamese tilapia to move beyond export growth and establish a more sustainable position in the international market.