The company hopes to double exports to the region within two years, said president Thiraphong Chansiri. At present, Asean outside of Thailand accounts for around 5-10% of TUF’s annual sales of USD 3.23 billion.
The rebranding, the first in the company’s 35 years of operation, is aimed at strengthening TUF’s corporate identity to be on par with well-known companies such as Charoen Pokphand and Unilever.
“So far, consumers know our products through our brands, such as Chicken of the Sea. But they don't know they are produced by TUF,” he said. TUF bought a stake in Chicken of the Sea in 1997 and now owns 100% of the US-based company.
So far, TUF’s Select Mackerel and Fisho have been distributed to neighboring countries, such as Vietnam, Laos, Cambodia and Myanmar, Mr. Thiraphong said. “These neighboring economies have a good deal of potential, and consumers there are willing to pay more for quality food from Thailand,” he said.
“As the AEC is going to remove trade barriers in the region, we are putting more of an effort into branding ourselves.”
TUF is promoting itself as “Chef of the World” and aims to increase its revenue to USD 8 billion by 2020. It projects 17-20% revenue growth this year.
The marketing budget for Thailand will double to 200 million baht this year. About 40 million baht is allocated for the rebranding campaign.
(vasep.com.vn) VASEP has officially announced the program for Vietnam Seafood Summit 2026 (VSS 2026), featuring five in-depth sessions covering industry outlooks, trade barriers, buyer demand, the domestic market, and solutions to improve productivity and reduce costs across the seafood value chain.
(vasep.com.vn) Vietnam’s shrimp exports reached US$3.7 billion in the first nine months of 2026, up 11% year on year. Although growth has been supported by China and several markets within the CPTPP, momentum is slowing as exports to the United States and the European Union decline. Tariff pressures, international competition, and raw material challenges are creating significant hurdles for exporters in the final months of the year.
(vasep.com.vn) Markets are changing faster, buyer requirements are becoming more demanding, and trade barriers are growing increasingly complex. In this environment, seafood businesses need more than an understanding of current market conditions. They need a longer-term perspective to answer a critical question: Where will growth opportunities come from in 2027–2029, and what should businesses do now to prepare? This is one of the key reasons why VASEP is organizing Vietnam Seafood Summit 2026.
(vasep.com.vn) In the first eight months of 2026, Vietnam’s pangasius exports to the Middle East reached US$113 million, up 7% year on year from the same period in 2025. Growth has become more pronounced in recent months. In August alone, exports to the region totaled US$20 million, an increase of 24%. This indicates that demand for Vietnamese pangasius in the Middle East is gradually recovering after a slowdown in March, although the pace of recovery varies across markets.
(vasep.com.vn) China’s shrimp imports continued to grow strongly in 2026, while Vietnam’s shrimp exports to the market also recorded notable growth. However, behind these positive figures lie two distinct trends: Chinese consumption is growing more slowly than imports, and lobster accounts for a substantial share of Vietnam’s shrimp exports to China, making its product mix significantly different from those of Ecuador and India. Exporters therefore need to assess each segment carefully to understand the opportunities and risks.
(vasep.com.vn) Changing markets, shifting buyer demand, and increasingly complex trade barriers are raising a key question for Vietnam’s seafood industry: Where will the new growth opportunities lie in 2027–2029?
(seafood.vasep.com.vn) As of the end of August 2026, Vietnam’s tilapia exports to the United States reached $21 million, representing a steep 48% year-over-year decline and accounting for 23% of the country's total tilapia export turnover. Frozen fillets accounted for 78% with the remainder consisting of whole frozen tilapia and frozen cuts.
(seafood.vasep.com.vn) After a volatile first half of the year, Vietnam’s pangasius exports to Brazil registered robust growth in July and August 2026. In August alone, export turnover reached $19 million, surging 73% compared to the same period in 2025. Cumulatively for the first eight months, total export value reached $124 million, reflecting an 8% year-over-year increase.
(seafood.vasep.com.vn) Besides modifying their boats, many fishermen in Dak Lak province are making efforts to venture out to sea to harvest seafood during the rough sea season.
(seafood.vasep.com.vn) At the Responsible Seafood Summit and TCRS Shrimp Summit 2026, organized by the GSA (Global Seafood Alliance) in Bangkok, Thailand, the conversation about the future of the shrimp industry began with one of its most important foundations: seedstock quality.
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