Divergence in export markets
Although Vietnam’s fish cake and surimi exports maintained strong overall growth through the first 11 months, November’s performance revealed a lack of uniformity across markets. Some destinations have begun to slow due to inventory cycles and softer demand, whereas emerging destinations - most notably the EU, China & Hong Kong - are expanding rapidly.
Exports to South Korea and Thailand remained higher year-on-year for the 11-month period, up 11% and 16%, respectively. However, November saw a year-on-year decline in both markets. This signals short-term order volatility that exporters need to closely monitor, requiring greater flexibility in delivery schedules, pricing and product variety, alongside closer engagement with retail chains.
In contrast, the EU emerged as a standout growth driver, reaching $32 million (a 10% market share) and surging 91% year-on-year in the first 11 months of 2025. Notably, Lithuania recorded $29 million, representing a 9% share and a remarkable 108% increase - the strongest growth among major markets.
Alongside the EU, exports to China & Hong Kong also posted robust growth of 46% year-on-year.
Japan followed suit with a significant 19% increase, exceeding $30 million. As a market known for its “high standards and stability”, Japan remains a strategic destination for enterprises with strong capabilities in quality control, production standards and the development of value-added product lines.
Competition intensifies beyond pricing
Competition in the global fish cake and surimi market is increasingly evolving along three main dimensions. First is convenience-oriented products - ready-to-eat and easy-to-use items tailored for retail and the horeca segment. Second is consistent quality and supply stability, enabling longer-term contracts and reducing risks amid market volatility. Third is the standardization of documentation, traceability and technical requirements, particularly for the EU and other high-standard markets.
Looking ahead, the EU, China & Hong Kong are expected to remain key growth engines, supported by strong momentum in 2025. However, requirements regarding standards and documentation (EU), as well as price competition and order pacing (China), will become more stringent. Meanwhile, South Korea and Thailand will maintain their roles as cornerstone markets, though short-term fluctuations may become more pronounced due to inventory levels and seasonality; consequently, enterprises should prepare flexible volume coordination strategies to adapt.
(seafood.vasep.com.vn) During the week from April 4th to 10th, 2026, Quang Ngai province intensified its monitoring and law enforcement activities with the determination to eliminate illegal, unreported, and unregulated (IUU) fishing practices.
(seafood.vasep.com.vn) Thanh Hoa’s shrimp sector is undergoing a strong transformation by accelerating the adoption of high technology, helping to improve productivity, increase profits, and meet market demands. The province currently has about 4,100 hectares of shrimp farming, with output continuing to rise despite stable farming area, mainly due to the shift from traditional methods to intensive and super-intensive farming.
(vasep.com.vn) Amid ongoing volatility in global seafood trade, Vietnam’s crab exports have made a fairly positive start to 2026. According to Vietnam Customs statistics, export turnover in the first two months of 2026 reached nearly USD 55 million, up 24% compared to the same period in 2025 and more than 2.2 times higher than in the same period of 2024. This indicates that crab exports are entering 2026 with stronger growth momentum, particularly in Asian markets.
(seafood.vasep.com.vn) Da Nang City has fully implemented all recommendations from the European Commission (EC) regarding the fight against illegal, unreported and unregulated (IUU) fishing, creating an important foundation for the removal of the “yellow card” in the near future.
(seafood.vasep.com.vn) In Hoa Vang district (Da Nang City), red tilapia farming is demonstrating clear economic efficiency, becoming a promising livelihood that helps many households increase their income. A notable example is the model of Mr. Huynh Ngoc Nam, who operates two red tilapia ponds covering more than 4 hectares, generating stable annual income.
(seafood.vasep.com.vn) In Gia Vien district, tilapia farming—particularly the “duong nghiep” strain—is expanding rapidly and gradually becoming an efficient production model for local farmers. Hatcheries in the area are supplying high-quality, uniform, and disease-free fingerlings, meeting the growing demand for commercial farming.
(seafood.vasep.com.vn) On the afternoon of March 19, Vice Chairman of the Ca Mau Provincial People’s Committee, Le Van Su, chaired a meeting to address bottlenecks and propose solutions to expand the super-intensive whiteleg shrimp farming model using low water exchange and high biosecurity standards (RAS-IMTA).
(seafood.vasep.com.vn) On March 10, 2026, the Ho Chi Minh City People’s Committee issued Decision No. 1377/QD-UBND approving the Aquatic Animal Disease Prevention and Control Plan for the 2026–2030 period. The decision takes effect from the date of signing and replaces previous plans for the 2021–2030 period that had been issued prior to the administrative merger in Ba Ria – Vung Tau, Binh Duong, and Ho Chi Minh City.
(vasep.com.vn) In 2025, Chile imported more than USD 156 million worth of tuna, up 8.1% compared to the previous year and the highest level in the past five years. As the supply structure in this market is rapidly shifting, Vietnamese tuna is facing both opportunities to expand market share and increasing competitive pressure from Thailand, Colombia, and China.
(seafood.vasep.com.vn) Vinh Long Province is stepping up efforts to develop brackish water shrimp farming in a sustainable direction, identifying it as a key sector in its agricultural structure. In 2026, the province aims to reach around 71,300 hectares of shrimp farming, with an output of over 314,000 tons.
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