Promoting domestic seafood consumption: Bridging supply and demand, tapping into a 100-million population market

The event is part of VASEP’s specific actions to implement its 2025–2030 (7th Term) policy orientation toward expanding the domestic market and responding to the campaign “Vietnamese people prioritize using Vietnamese goods.”

As Vietnam’s seafood industry continues to face difficulties in major export markets like the US, EU, and China—due to technical barriers, tariffs, and volatile demand—effectively tapping into the domestic market of over 100 million people is considered a strategic solution to ensure sustainable product distribution.

The domestic market is not only large in scale but is also seeing rapid growth of the middle class—a consumer group increasingly demanding high-quality, safe, and traceable products. This presents a significant opportunity for Vietnamese seafood enterprises, who possess extensive export experience, to return and serve domestic consumers with internationally certified products.

The conference was attended and chaired by representatives from the Department of Domestic Market Development (under MOIT) and VASEP leaders, along with 120 participants representing local Departments of Industry and Trade, major supermarket chains (Co.opmart, Big C, Winmart, Lotte, Aeon Mall), distributors for the HORECA channel, seafood processors and producers, and media agencies.

The event focused on three main themes:

Supply–demand connection: Retail and distribution systems shared their specific product needs, technical standards, pricing policies, and consumption plans. Meanwhile, producers presented their supply capacity, product portfolios, and logistics plans to meet domestic market demands.

Partnership agreements: Producers and distributors signed memoranda of understanding (MoUs), marking progress in building a stable supply chain for the domestic seafood market.

Product showcasing and sampling: An exhibition area featured a variety of signature Vietnamese seafood products, including canned goods, dried seafood, ready-to-eat foods, value-added products, and processed items. Consumers, partners, and regulators could sample and experience products onsite.

More than 40 exporters from the VASEP’s Club of domestic seafood suppliers and other VASEP members participated in showcasing their products. In addition, 9 distribution companies joined the conference and connected with seafood suppliers.

A highlight of the event was the signing of 16 MoUs between seafood exporters and distributors following a fruitful session of sharing needs and expectations between supply and demand representatives.

A representative from the Department of Domestic market development noted that the Ministry of Industry and Trade has been actively supporting domestic seafood and agricultural consumption through activities such as supermarket sampling, promoting e-commerce, and media support for exporters.

On VASEP’s side, the association has operated the Club of domestic seafood suppliers since 2011. The club now has 27 members supplying a diverse range of products including shrimp, pangasius, tuna, squid, fish sauce, and various ready-to-eat and value-added items for both export and local consumption. Notably, the club has launched a dedicated website at clbhangnoidia.vasep.com.vn with the slogan “Export quality for Vietnamese consumers” to promote products and connect businesses with local buyers.

In his remarks, a VASEP representative emphasized: “The domestic market is not just a temporary solution but a strategic long-term direction for Vietnam’s seafood industry. We hope this conference will provide fresh momentum for businesses to invest more seriously in domestic products while building strong links between producers, distributors, and consumers.”

The event not only helped re-establish the role of seafood in the daily meals of Vietnamese families but also reaffirmed the value of “high-quality Vietnamese products”, aiming to develop a professional, efficient, and sustainable domestic seafood supply chain.

Some photos from the conference:

Source: https://vasep.com.vn/san-pham-xuat-khau/tin-tong-hop/san-xuat/day-manh-tieu-thu-thuy-san-noi-dia-ket-noi-cung-cau-khai-thac-thi-truong-100-trieu-dan-34341.html