Growth sustained, yet market share remains modest
Exports to CPTPP recorded continuous quarterly growth and surged in Q3; however, on a monthly basis, the upward momentum is decelerating. Export value gradually declined over the three months of Q3, dropping from $878,000 in July to $693,000 in August and $663,000 in September. Nevertheless, September exports remained 53% higher than in the same month of 2025.
Despite this strong growth, CPTPP markets accounted for only 7% of Vietnam’s total tilapia export value in the first nine months of 2026. By contrast, Brazil and the US alone constituted 47% and 24% of the total, respectively.
Japan, Malaysia and Mexico drive growth
The three markets have played distinct roles in the CPTPP export landscape.
In terms of tilapia export turnover in the first nine months of 2026, Japan took the lead with $2 million, up 74%. Exports to this market fluctuated on a quarterly basis: surging 136% in Q1, dropping 7% in Q2, and then rebounding strongly in Q3 with a 133% increase, notably spiking by 191.9% in August alone. The Q3 rally was driven by the fact that since early July, Vietnamese tilapia has been exported to Japan as ingredients for sushi and sashimi - a segment with exceptionally stringent quality standards.
Exports to Malaysia reached $2 million, a marginal increase of 4%. Following a sharp rise in Q1, shipments to the market declined in the subsequent two quarters. Malaysia primarily imports whole frozen tilapia, a price-sensitive segment in which orders tend to fluctuate over time. Exporters should therefore continue monitoring demand and adjust their market strategies accordingly.
Mexico emerged as a bright spot from Q2, with Vietnamese tilapia exports reaching $2 million, skyrocketing by 282% and emerging as a bright spot since Q2. Turnover jumped from $160,000 in Q1 to $940,000 in Q2, and stood at $730,000 in Q3. During Q3, Mexico even overtook Japan to become the bloc’s largest destination for Vietnamese tilapia.
Expanding beyond the three main markets
The remaining CPTPP markets accounted for a mere 15% of the bloc's value, contributing $1 million to the nine-month export turnover. Reliance on the three major markets remains high. The slowdown in Malaysia and Mexico’s relatively recent emergence highlight the need to build a more stable export base across the bloc.
Vietnamese tilapia’s initial entry into Japan’s sushi and sashimi raw-material segment offers a potential pathway to higher-value opportunities across CPTPP markets, although more time is needed to assess the consistency of orders.
As Vietnam’s tilapia exports remain heavily concentrated in Brazil, the CPTPP bloc represents a potential avenue for market diversification. If exporters can sustain growth in Japan and Mexico, revive shipments to Malaysia and expand into smaller markets within the bloc, CPTPP could become an increasingly important pillar of Vietnam’s tilapia export strategy.
(vasep.com.vn) In the first nine months of 2026, Vietnam’s tilapia exports to the CPTPP bloc reached $7 million, marking a 51% year-on-year increase. The bloc rstands as the fourth-largest market for Vietnamese tilapia, trailing Brazil, the US, and Saudi Arabia.
(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.
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