According to data from Vietnam's Ministry of Agriculture and Rural Development, in January-February 2026, fruit and vegetable export value reached about US$1.09 billion, up 59.5% year on year, a remarkable increase. While shipments to the main destinations of China, the United States and South Korea expanded steadily, the strengthening of agricultural quality and traceability is also accelerating.
January-February 2026: trends in main destinations and items
| Export destinations | Share | Trend |
| China | 58.3% | Largest market. Centered on tropical fruits such as durian, banana and watermelon |
| US | 7.5% | Growing share of processed products (dried fruit, juice) |
| South Korea | 3.9% | Fewer pesticide-residue violations; exports accelerate as reliability improves |
Notably, the number of export rejections due to pesticide-residue violations fell year on year across all three markets of China, the United States and South Korea. The buildout of agricultural quality-control systems is steadily bearing fruit.
Durian the main axis of growth: 2026 production projected up 10-12%
The most important item driving growth in fruit and vegetable exports is durian (sau rieng). Durian production in 2026 is projected to rise 10-12% year on year, and the change in export form is especially noteworthy.
Vietnamese durian has until now centered on exports of fresh whole fruit, but companies are frozen durian, cut durian and durian paste aggressively expanding exports as processed products to high-quality markets such as Japan and the United States. Processed-product exports have recorded growth of more than 15% versus 2021.
A national-level traceability system: starting with durian on a trial basis
One of the most important measures promoted by Vietnam's Ministry of Agriculture and Rural Development is the construction of a national traceability system for agricultural products. For 2026, as a trial stage, durian has been selected as the first target item.
The system centrally manages data from production on the farm through harvest, processing, packing and export. Specifically, the following information becomes traceable:
- Producer name and origin (province, city, plot)
- Records of agrochemicals and fertilizers used
- Harvest date and processing plant
- Export destination and buyer information
If this system is put into practical use, Japanese and EU buyers will be able to check the origin information of individual lots in real time. It is an effort that directly connects to expanding trade with the Japanese market, which has high food-safety requirements.
Strengthening management of growing-area codes (Planting Area Codes)
In addition to the "growing-area code registration system (PA Code)" that China tightened from 2023, Vietnam's Ministry of Agriculture and Rural Development is systematic management and updating of growing-area codes for all items putting effort into.
The problem of growing-area codes has raised the risk of export rejection due to expiry or false applications. The management system being built out from 2026 strengthens a structure in which only farmers and companies with legitimate growing-area codes can export.
Potential for the Japanese market: premiumization through "quality x traceability"
Agricultural exports from Vietnam to Japan currently account for about 7.1% of the total, third after China (22.1%) and the United States (18.3%). However, the share of high-unit-price processed products and premium fresh fruit is currently low.
The buildout of the traceability system and the strengthening of growing-area-code management lead to the formation of a perception of "trustworthy Vietnamese product" in the Japanese market. In particular, the following items are expected to see expanded exports to Japan going forward:
- Frozen durian (already sold in some Japanese supermarkets)
- Processed banana (dried, chips)
- Vietnamese strawberries (exports to Japan surged in January-February 2026)
- Organic vegetables and herbs (items that can be supplied year-round as overwintering produce)
Summary
The figure of +59.5% in fruit and vegetable exports for January-February 2026 shows that the export competitiveness of Vietnamese agriculture is coming into its own. In particular, the trial of the national traceability system starting with durian and the strengthening of growing-area-code management are the beginning of a "qualitative shift" that goes beyond mere quantitative expansion.
For buyers, trading houses and food manufacturers considering trade with the Japanese market, now is the best time to discover "trustworthy Vietnamese" suppliers, it can be said.
Related articles: Vietnam's agriculture, forestry and fishery exports at US$16.69 billion in Q1 2026｜Vietnamese strawberries' export value grows 2,000-fold in two years
Reference: Fresh Plaza「Vietnamese fresh produce exports rise 59.5% in early 2026」
