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) Vietnam's tilapia exports to Japan posted strong growth in the first half of 2026, while a promising new trend has emerged in the value-added product segment. Notably, Vietnamese tilapia fillets have been exported to Japan for use in sushi and sashimi, creating new opportunities to enhance the value of the industry in one of the world's most demanding seafood markets.
(seafood.vasep.com.vn) After a relatively sluggish first quarter, Vietnam's exports of fish cakes and surimi showed a clearer recovery in the second quarter, particularly in June. Export value in the first six months of 2026 reached USD 148 million, down 2% year on year. However, the newly imposed 12.5% additional U.S. tariff on Vietnamese goods, intensifying competition in Northeast Asia, and increasingly stringent traceability requirements in the EU are making the outlook for the second half of the year more uncertain.
(seafood.vasep.com.vn) In June 2026, Vietnam's shrimp exports reached nearly USD 458 million, up 24% year-on-year. In the first six months of 2026, export value totaled USD 2.35 billion, an increase of 14.2% compared with the same period last year. Growth was driven mainly by the Chinese market and the strong performance of lobster exports, while shrimp exports continued to face pressure from U.S. tariffs and rising logistics costs.
(seafood.vasep.com.vn) As part of Vietfish 2026, the Hosted Buyer Program is designed as a specialized B2B matchmaking initiative for selected international buyers, providing opportunities to meet directly with Vietnamese seafood exporters, gain the latest market insights, and experience Vietnam's seafood supply chain firsthand.
(seafood.vasep.com.vn) A project titled "Sustainable Shrimp Industry Governance" has been launched in Ca Mau Province with the aim of supporting the transition of the province's shrimp industry toward higher quality, lower emissions, stronger governance capacity, improved supply chain traceability, and the development of a sustainable shrimp brand that meets the increasingly stringent requirements of export markets.
(seafood.vasep.com.vn) Khanh Hoa Provincial Agricultural Extension Center, in collaboration with the Northern Center for Marine Aquaculture Research and the Van Hung Public Service Center, recently organized a training course on disease-free golden pompano seed production. The program is part of a National Agricultural Extension Project aimed at developing industrial-scale seed production models to support sustainable marine aquaculture.
(seafood.vasep.com.vn) Vietnam’s pangasius exports have shown encouraging signs of recovery in 2026. In the first four months of the year, total export turnover reached USD 720 million, up 17% compared to the same period last year. This result reflects improving demand across many markets, as well as the efforts of Vietnamese pangasius enterprises to maintain production, secure orders, and adapt to changing market conditions.
(seafood.vasep.com.vn) The application of high technology in shrimp farming is delivering positive results in the coastal areas of Vinh Long Province, contributing to improved production efficiency and creating significant potential for further industry expansion. However, to fully capitalize on this potential, the province is focusing on aquaculture zoning, infrastructure investment, and promoting modern, sustainable production.
(seafood.vasep.com.vn) Đồng Tháp Province has intensified efforts to curb illegal fishing by strengthening vessel monitoring, law enforcement and seafood traceability.
(seafood.vasep.com.vn) Seafood businesses need solutions to overcome bottlenecks such as labor shortages, difficulty accessing capital, high input costs, and administrative procedures in order to maintain production, adapt to market fluctuations, and effectively exploit export opportunities.
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