Building on this foundation, a new generation of young entrepreneurs – the “F2 generation” – is gradually asserting its role as successors, bringing innovation to the industry. As the pangasius value chain faces challenges such as shifting trade policies and environmental barriers, this new leadership brings fresh energy with flexible, modern thinking and a stronger orientation toward sustainability.
Many F2 leaders have studied abroad, gaining early exposure to global management practices and modern consumer trends. Their strategies go beyond boosting export volumes; they emphasize brand building, deep processing, and compliance with international standards such as ASC, BAP, and GlobalGAP – certifications increasingly valued by global consumers.
At Vietfish 2025 – the annual international seafood exhibition – the strong presence of these young entrepreneurs highlighted their growing role. They actively managed booths, introduced new products, and directly connected with importers from Latin America, the Middle East, and Europe, showing confidence and international business acumen.
A clear highlight of the F2 strategy is product innovation. Alongside traditional frozen fillets, they are expanding into value-added products such as breaded pangasius, cut portions, canned products, surimi, and even by-product lines like fish oil, fishmeal, and functional foods. This not only enhances added value but also refreshes the image of pangasius in international markets.
The younger generation is also more dynamic in market expansion. In addition to traditional markets, they are actively targeting new destinations such as Brazil, Mexico, and Halal-certified Muslim markets, while leveraging modern distribution channels like retail and e-commerce.
Beyond business growth, the F2 generation also demonstrates social responsibility and environmental commitment. They invest in circular aquaculture technologies, reduce greenhouse gas emissions, and pay attention to worker welfare and farming communities. These practical steps reflect a sustainable development mindset – a crucial factor for maintaining and expanding pangasius’ presence in high-end markets.
The strong emergence of the F2 generation not only carries forward the achievements of their predecessors but also opens new directions, with the ambition of elevating Vietnamese pangasius into a symbol of “sustainable white protein” on the global seafood map. In a volatile trade environment, it is precisely the spirit of innovation and adaptability of this successor generation – alongside the legacy of the F1 pioneers – that will drive Vietnamese pangasius to overcome challenges and reach further in the future.
(seafood.vasep.com.vn) Vietnam’s seafood exports reached $989.5 million in November 2025, up 64.6% year-on-year. The robust monthly performance played a pivotal role in driving the total export turnover for the first 11 months of 2025 to $10.5 billion, representing a 19% increase compared with the same period in 2024.
(vasep.com.vn) Vietnam’s crab exports reached USD 81 million in the first 11 months of 2025, with the United States accounting for more than 82% of total value. While newly imposed reciprocal tariffs and the enforcement of provisions under the U.S. Marine Mammal Protection Act (MMPA) pose significant challenges for Vietnam, the European Union is emerging as a promising growth market.
(seafood.vasep.com.vn) The Ca Mau Department of Agriculture and Environment has recently issued a plan to develop specialized crab raw material zones serving official export channels, covering a scale of around 50,000 hectares. This marks a significant shift in the sea crab industry towards professional production aligned with market requirements.
(seafood.vasep.comvn) According to the Tay Ninh Statistics Office, fisheries output in the province fell significantly in November 2025 due to the impact of storms and heavy rainfall, which delayed harvesting activities, particularly for pangasius.
(seafood.vasep.com.vn) The year 2025 marks the 30th anniversary of the normalization of diplomatic relations between Vietnam and the United States (1995–2025). In parallel with the nation's progress in international economic integration, bilateral seafood trade has followed a remarkably impressive growth trajectory, expanding from an initial scale of just tens of millions of US dollars to nearly $2 billion annually. This growth has positioned the United States as Vietnam’s largest seafood export market for many consecutive years.
(seafood.vasep.com.vn) On December 12, 2025, the Vietnam Association of Seafood Processing and Export (VASEP) issued document 231/CV-VASEP regarding strengthening measures to combat IUU fishing and working with the Government to lift the EC's IUU yellow card warning.
(seafood.vasep.com.vn) Tilapia is easy to farm and provides high economic and nutritional value, making it a sought-after export commodity in many countries.
(seafood.vasep.com.vn) Vietnam’s seafood exports in the first 10 months of 2025 recorded significant progress, reaching more than USD 9.5 billion, up 15% year-on-year. This result reflects the sector’s persistent efforts amid a highly volatile market, especially policy shocks from the US Although signs of slowdown emerged in the third quarter due to countervailing taxes, key product groups still maintained strong momentum and created a foundation for full-year exports to reach USD 11 billion.
(seafood.vasep.com.vn) Vietnam’s agreement with the United States on a framework for reciprocal, fair, and balanced trade—reached during the 2025 ASEAN Summit in Malaysia—has generated strong optimism for Vietnamese exports, including tuna. Numerous positive points in the joint statement have raised high expectations for Vietnamese export goods, but turning these expectations into tangible benefits remains a long and challenging journey.
VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM
Chịu trách nhiệm: Ông Nguyễn Hoài Nam - Phó Tổng thư ký Hiệp hội
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