Qingdao Seafood Expo 2025: A bridge connecting Vietnamese seafood exporters with global customers

The China Fisheries & Seafood Expo has surpassed the North America Seafood Expo to become the second-largest professional seafood trade fair in the world, after the Global Seafood Expo in Barcelona, Spain. In 2024, the fair attracted 1,602 exhibitors (down 4.6% compared to 2023) from 51 countries (compared to 53 countries in 2023). Over three days, the event welcomed 42,000 professional visitors from 136 countries (up from 40,127 visitors from 120 countries in 2023).

The Expo serves as a global platform for seafood exporters to connect, showcase products, and strengthen their brands to both Chinese and international buyers, thereby expanding their presence in the Chinese market.

China is among Vietnam’s top seafood export markets. In 2024, Vietnam’s total seafood export value made an impressive recovery, reaching USD 10 billion. Particularly, China (including Hong Kong) surpassed the United States to become Vietnam’s largest seafood import market, with exports worth USD 1.9 billion, accounting for nearly 19% of the country’s total seafood export value. Many products recorded strong growth, such as shrimp exports, which reached USD 843 million, up 39% year-on-year.

China’s seafood consumption demand remains high and continues to grow thanks to its large population, rapid urbanization, and increasing preference for high-quality products. However, the market also poses challenges due to frequent changes in import regulations. Therefore, regularly updating export requirements, studying consumer segments, and improving product design, packaging, and labeling are essential.

Participation in the China Fisheries & Seafood Expo is an effective opportunity for Vietnamese exporters to update market information, meet potential buyers, and promote products. For this year’s Expo, the Vietnam Association of Seafood Exporters and Producers (VASEP) registered 144 m² for the Vietnam Pavilion under the National Trade Promotion Program, offering a platform for enterprises to display and promote their products. The pavilion area was reduced by 20% compared to 2024 due to global market uncertainties caused by U.S. tariffs, which have affected the overall sentiment in the seafood industry.

A total of 15 Vietnamese exporters joined VASEP at the Vietnam Pavilion, including 7 pangasius exporters, 2 tuna exporters, 2 shrimp companies, and 4 processors/exporters of other seafood products.

After being suspended in 2019, Vietnam’s participation in the China Fisheries & Seafood Expo was re-approved under the National Trade Promotion Program for 2024–2025, marking strong government support for the seafood industry amid difficulties in several traditional export markets since 2023.

Thanks to the state budget support, this year the Vietnam Pavilion secured a prime location—Booth B7-0707, along the main aisle—among other national pavilions from major seafood suppliers such as Ireland, Peru, Ecuador, Chile, South Korea, and Russia.

VASEP used the slogan “Vietnam – a sustainable destination for seafood”, affirming the industry’s commitment to sustainable production, processing, and export in line with both domestic and international market requirements, amid the global trend toward a green and responsible economy.

The exhibition was honored to welcome Mr. Nong Duc Lai, Vietnam Trade Counselor in Beijing, who shared valuable market insights and exchanged information with the VASEP business delegation.

Some photos from the exhibition: