(seafood.vasep.com.vn) Pangasius is attracting growing interest from Japanese seafood companies as prices of many traditional whitefish species remain high and supply becomes increasingly volatile. Notably, seafood group Kyokuyo has recently continued to feature pangasius among its priority products, highlighting its competitive pricing and stable supply.
According to Minato Shimbun, on September 11, Kyokuyo held a trade exhibition and business-matching event in Osaka in cooperation with its Osaka, Nagoya, Hiroshima and Fukuoka branches. Around 500 seafood and processed food products were showcased to approximately 760 customers and business partners.
Among the products on display, Kyokuyo placed particular emphasis on pangasius and herring as relatively affordable seafood options with stable supply. This factor is becoming increasingly important in Japan as prices of many traditional seafood products rise and supplies from wild fisheries become more difficult to predict.
The Osaka event was not an isolated initiative. Previously, at the Japan International Seafood & Technology Expo in Tokyo from August 19–21, Kyokuyo also identified pangasius as one of the key seafood products to promote. The company organized product tasting and demonstrations to engage commercial customers.
Notably, Kyokuyo already offers Vietnamese pangasius through Japan’s professional food distribution channels. One of the products marketed is frozen, skinless and boneless Vietnamese pangasius fillet, processed in Vietnam and suitable for a variety of Japanese, Western and Chinese dishes.
The continued promotion of pangasius by a major Japanese seafood group indicates a changing position for the product in the Japanese market. Rather than being viewed simply as a low-priced whitefish, pangasius is gaining an opportunity to be positioned as a competitively priced raw material with consistent quality, versatility and year-round supply.
This trend is also reflected in Vietnam’s export performance. According to Vietnam Customs data, in the first eight months of 2026, Vietnam’s pangasius exports to Japan reached US$36.31 million, up 20.8% year on year. In August alone, exports totaled US$5.47 million, an increase of 23.7%.
Although this remains small compared with Vietnam’s major pangasius markets, growth of more than 20% indicates a clear improvement in demand in Japan. In particular, interest from major importers and distributors could create additional opportunities for pangasius to enter retail, foodservice and convenient processed-food channels.
The outlook for pangasius in Japan is also supported by developments in the global whitefish market. Supplies of some traditional wild-caught species are tightening while prices remain high, prompting importers to seek alternative raw materials with more reliable supply. Vietnamese pangasius has a significant advantage in this regard thanks to controlled production, large-scale output and diverse processing capabilities.
Japan, however, imposes stringent requirements on quality, consistency, food safety, product specifications and supply-chain stability. Therefore, pangasius growth in the market will depend not only on price competitiveness but also on the ability to develop products tailored to Japanese consumer preferences and distribution channels.
Kyokuyo’s continued inclusion of pangasius in its recommended product portfolio is therefore a notable signal. If the current growth momentum continues and Vietnam expands from frozen fillets into processed, convenient and value-added products, Japan could become an increasingly valuable niche market for Vietnamese pangasius.