Exports to the U.S. decline, other markets drive growth
Among Vietnam’s top 10 tuna export markets in January 2026, the U.S. remained the largest, with USD 24 million, accounting for 32% of total export value. However, this figure represented a 6% decrease compared to the same period in 2025. In contrast, exports to several other major markets surged, with Japan up 95%, Germany up 39%, and the Netherlands up 15%. Some markets expanded sharply from a low base, including Egypt (up 129%) and Chile (up 133%).
The export picture in the first month of the year shows that Vietnamese enterprises are increasingly diversifying their export markets. This trend is reflected in rising exports to market blocs such as the EU (up 25%), CPTPP (up 53%), and the Middle East (up 35%).
Why did exports to the U.S. fall while other markets grew?
Although the U.S. remains the largest single market, tuna exports to the country are facing significant challenges, which are hampering trade flows.
Specifically, exporters must now comply with the MMPA requirements effective January 1, 2026. Under these rules, fishery products subject to a “negative comparability finding” are banned from import as of that date. Meanwhile, products not banned but sharing the same country of origin and HTS code with banned items must submit a Certificate of Admissibility (COA) to demonstrate compliance. These additional documentation requirements and inspections may increase costs and cause delays, particularly during the initial implementation phase.
Secondly, U.S. import tariff policies are evolving rapidly. In February 2026, international media reported that the U.S. entered a period of adjustment regarding “reciprocal/additional tariffs,” following a Supreme Court ruling and a shift to a temporary tariff mechanism under Section 122 of the Trade Act of 1974 for up to 150 days. Some sources have also mentioned the possibility of a higher general tariff rate, depending on executive decisions. The final tariff levels applied to specific tuna product categories under different HS codes, as well as those applicable to Vietnam, will depend on official announcements and product classifications.
Exports to other markets expected to remain positive, U.S. outlook remains challenging
Given this context, exports to the U.S. are expected to remain uneven due to compliance challenges under the MMPA and ongoing tariff uncertainties. The recovery of exports to the U.S. will largely depend on enterprises’ ability to standardize supply chain documentation, review HS/HTS codes, and coordinate closely with importers to address COA requirements when necessary. If import tariffs or inspections intensify, U.S. importers may adjust sourcing portfolios, exert price pressure, or prolong negotiations, making order flows less stable than before.
Meanwhile, in the EU market, export growth could be sustained if enterprises focus on value-added and canned tuna products while meeting increasingly stringent sustainability and traceability standards.
Exports to the Middle East and North Africa, including Egypt, still hold significant potential due to strong demand for canned and convenience products. However, businesses must manage payment risks and logistics volatility to maintain momentum.
Overall, tuna exports are expected to continue growing in the early months of 2026, though the pace of growth may moderate.
(seafood.vasep.com.vn) Golden pompano is being selected as a high-value species for the development of high-tech marine aquaculture in Lam Dong Province. In 2026, the provincial Agricultural Extension Center launched a golden pompano farming model using circular HDPE cages in Lien Huong Commune, opening opportunities to apply technology to marine farming at a scale suited to local coastal conditions.
(vasep.com.vn) The application of biotechnology in seed production is increasingly viewed as a strategic imperative to upgrade pangasius fingerling quality, optimize farming efficiency and anchor sustainable industry development.
(vasep.com.vn) On September 15, 2026, in Can Tho, VASEP and ASC jointly organized a training course titled “New ASC standards: updates and practical implementation guidance for farms, businesses and aquafeed mills”. Beyond briefing stakeholders on updated ASC requirements for aquaculture facilities and feed production, the workshop dedicated substantial floor time to directly addressing on-the-ground compliance bottlenecks encountered by Vietnamese enterprises.
(searfood.vasep.com.vn) Vietnam’s tilapia exports continued to post positive results in the first eight months of 2026, with total export value reaching US$90 million, up 43% year-on-year. However, exports in August alone stood at US$11 million, down 8%, reflecting uneven market developments. Brazil remained the leading market, while Japan recorded notable growth, opening up new opportunities for Vietnamese tilapia products.
(vasep.com.vn) Vietnam’s shrimp exports reached US$3.3 billion in the first eight months of 2026, up 12% year on year. However, growth has begun to slow and become more differentiated across markets, while the U.S. and EU continue to present significant challenges. The latest insights from the Global Shrimp Forum 2026 (GSF 2026), held in early September, also indicate that the final months of the year will remain highly competitive as global supply continues to expand and buyers increasingly focus on quality, product specifications, supply stability and the ability to meet market-specific demand.
(seafood.vasep.com.vn) In August 2026, Vietnam’s seafood exports reached $1.14 billion, up 6% year on year. Cumulative eight-month exports rose 11.8% to $8.00 billion, though momentum has cooled compared to the 12.8% growth seen through July. China - Hong Kong and ASEAN are offsetting weakness in the U.S, EU and partly Japan. This divergence will likely widen in Q4 as trade tariffs and traceability requirements directly weigh on new orders.
(seafood.vasep.com.vn) Vietnam–Russia relations are entering a new phase of cooperation, with a focus on expanding trade, investment and economic connectivity. Against this backdrop, tuna is emerging as one of the seafood products with significant growth potential in the Russian market. Export data for the first seven months of 2026 show strong growth in Vietnamese tuna exports to Russia. However, turning this momentum into sustainable market share will require businesses to address challenges related to logistics, payment and supply competition.
(seafood.vasep.com.vn) Vietnamese tilapia is moving into a higher-value segment as brackish-water farmed fish from the Mekong Delta is now being processed for sashimi and exported regularly to Japan.
(seafoo.vasep.com.vn) Ca Mau Province is stepping up efforts to protect aquatic resources and promote transparent and sustainable fisheries, joining the country’s efforts to have the European Commission (EC) remove its “yellow card” warning for illegal, unreported and unregulated (IUU) fishing.
(vasep.com.vn) Vietnam has strengthened its position in China’s massive seafood market, becoming the largest lobster supplier while maintaining a dominant share of the country’s imported pangasius.
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