Amid rising logistics costs and increasingly unpredictable international shipping risks, nearby ASEAN markets are becoming a crucial "pillar" for Viet Nam's agricultural exports. Besides cost and time advantages, this region is also experiencing increasing demand for many products such as fruits and vegetables, rubber, and seafood.

Data from the Import-Export Department ( Ministry of Industry and Trade ) shows that the demand for importing agricultural, forestry, and aquatic products in... ASEAN There has been a steady upward trend recently. In Malaysia, the value of fruit and vegetable imports is projected to grow at an average rate of 6.03% per year during the 2021-2025 period, reaching a peak of US$2.95 billion in 2025.

Malaysia's import structure clearly reflects its dependence on external sources, with essential vegetables such as onions, garlic, and potatoes accounting for approximately 40-45% of total vegetable imports; carrots, cabbage, and cauliflower accounting for about 30%; and high-end vegetables and fruits serving the restaurant and hotel segments also showing a significant increase.

Viet Nam is currently the 7th largest supplier of fruits and vegetables to Malaysia, accounting for 3.52% of the market share; in which fruits such as dragon fruit, frozen durian, mango, and longan continue to be segments with a clear competitive advantage. In particular, Viet Nam's Ri6 durian is being increasingly imported by Malaysia as a raw material for processing Halal food products.

Besides fruits and vegetables, many other sectors are also seeing positive signals from the ASEAN market. According to the Viet Nam Trade Office in Singapore, by 2025, Viet Nam will become the third largest supplier of seafood to Singapore with a turnover of SGD 125.5 million, accounting for 10.3% of the market share. Of this, chilled/frozen fish fillets and fish meat will reach SGD 63 million, accounting for 29.7% of the market share and continuing to be the main product group.

In Indonesia, the average annual rubber import volume for the period 2021-2025 reached 492,521 tons, a 21.3% increase compared to the previous period. Viet Nam rose to the 4th position as the largest supplier of rubber to Indonesia in 2025 with a volume of 48,710 tons, a 125.1% increase compared to 2024, raising its market share from 4.2% to 10.5%. This upward trend is projected to continue due to the gradual decline in Indonesia's rubber production.

Furthermore, the demand for pepper imports in the ASEAN region is also increasing sharply. Specifically, in Thailand, imports increased from 5,990 tons in 2020 to 9,652 tons in 2025. In January 2026 alone, imports reached 978 tons, a 121.2% increase compared to the same period in 2025, with Viet Nam accounting for 99.63% of Thailand's total imports.

Regarding rice, the Chairman of the Viet Nam Food Association (VFA), Do Ha Nam, stated that ASEAN will continue to be a key export market for Viet Nam in the coming period. In January 2026 alone, rice exports to the Philippines reached 331,770 tons, valued at US$147.4 million, accounting for 50.93% of Viet Nam's total export volume and 47.7% of its total export value. This marks the first time the Philippines has accounted for more than 50% of Viet Nam's total rice exports. Besides the Philippines, Viet Nam also exports to Malaysia, Indonesia, Singapore, and other countries.

However, along with opportunities, competition in ASEAN is also becoming increasingly evident, requiring businesses to change their approach if they want to maintain and expand their market share. According to Le Phu Cuong, Commercial Counselor of the Vietnamese Trade Office in the Philippines, although the Philippines has considerable purchasing power, diverse needs, and a similar consumer culture to Vietnamese goods, challenges remain. Many key export items, such as rice, are affected by government policies and trade protection measures, forcing businesses to constantly update their information. Furthermore, Vietnamese agricultural products are facing increasingly fierce competition from other exporting countries such as China, Thailand, and Indonesia, in the context of the relatively open Philippine market to imports.

Meanwhile, Vietnamese businesses have not yet focused on establishing distribution systems, are limited in sending product samples, participating in trade fairs, and connecting directly with customers. They have also not invested in product innovation to suit consumer tastes, resulting in many products failing to create a clear competitive advantage.

Furthermore, the costs of accessing retail systems and building brands in the local market, along with lengthy and expensive food safety registration procedures, are also becoming significant barriers for Vietnamese businesses.

"To overcome this difficulty, the Viet Nam Trade Office in the Philippines is strengthening connections between domestic businesses and local importers and distributors; supporting the sending of goods for display in showrooms, and providing information and creating conditions for businesses to participate in trade fairs such as WorldBex held in Manila in March 2026," Mr. Cuong emphasized.

From the perspective of the Thai market, Commercial Counselor Le Huu Phuc of the Vietnamese Trade Office in Thailand believes that the impacts of energy supply chain disruptions and restrictions on flights over the Middle East are significantly affecting Thai consumption and tourism, thereby impacting Vietnamese exports to this market in the short term. This requires Vietnamese export businesses to closely monitor market developments and flexibly adjust their plans and product structure to adapt promptly.

Source: NhanDanNews

• USTR Makes Findings and Proposes Action in 60 Section 301 Investigations Relating to Failures to Take Action on Trade in Forced Labor Goods
• [VCCI] The US officially initiates a Section 301 Investigation into Vietnam on Intellectual property
• General Secretary and President To Lam's working visit to three ASEAN countries: Demonstrating the stature of proactive and constructive diplomacy.
• Viet Nam accelerates innovation drive as skilled workforce becomes key to science and technology growth
• The US is increasing controls on AI chip exports