Vietnamese bananas are carving out a notable presence in Japanese grocery stores as the supply from the Philippines declines. Japanese trade data reveals that imports of Vietnamese bananas skyrocketed to 33,000 tons in 2024, a staggering increase from just 2,400 tons in 2019. This surge has allowed Vietnam’s share of Japan’s banana market to grow from a mere 0.2% to 3.2%, according to Nikkei Asia.
Particularly striking was July 2025, when exports of Vietnamese bananas to the Tokyo region more than doubled compared to the same month the previous year. Though Vietnamese bananas still hold a small slice of Japan’s overall banana imports, this growth is encroaching on the established dominance of Philippine bananas, which saw their market share dip from 90% in the early 2010s to about 75% last year. As it stands, Vietnam now ranks third in shipment volumes to Japan, trailing only the Philippines and Ecuador.
Experts attribute Vietnam’s rapid ascent to a combination of competitive pricing and superior quality. One chain store has Vietnamese bananas priced about 10% lower than their Philippine counterparts. According to a representative from a produce wholesaler, “Vietnam started cultivating bananas relatively recently, so disease has yet to infiltrate the groves, ensuring high quality.”
Additionally, favorable trade terms under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) have further strengthened Vietnam’s position. The deal has lowered Japan’s tariffs on Vietnamese bananas to 5.4%, with a complete removal anticipated by 2028. Meanwhile, the tariffs on Philippine bananas are expected to hover between 8% and 18%, maintaining Vietnam’s pricing edge moving forward — a delightful twist for consumers seeking more affordable fruit!
How significant is the rise of Vietnamese bananas in Japan?
The rise is quite significant; imports climbed from 2,400 tons in 2019 to 33,000 tons in 2024, increasing Vietnam’s market share from 0.2% to 3.2%.
What factors are contributing to the success of Vietnamese bananas against Philippine varieties?
Key factors include competitive pricing, superior quality due to the young banana production industry, and favorable trade agreements that reduce tariffs.
What impact does the CPTPP have on Vietnamese banana exports?
The CPTPP has lowered Japan’s tariffs on Vietnamese bananas to 5.4%, with complete removal by 2028, enhancing Vietnam’s competitiveness in the Japanese market.
