Pangasius Gains Popularity in Japan as Vietnam's Export Value to Japan Surges 14%
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Pangasius Gains Popularity in Japan as Vietnam's Export Value to Japan Surges 14%
According to data from the Vietnam Association of Seafood Exporters and Producers (VASEP), in the first 9 months of 2025, Vietnam's pangasius export value to Japan reached USD 34 million, up 14% year-on-year, firmly ranking third in Japan's white fish market, after the United States and Russia. With the release of CPTPP tariff preferences and shifts in Japanese consumers' attitudes, Vietnamese pangasius is leaping from a "budget fish" to a preferred category known for "stable supply and controllable quality."
Demand Continues to Grow, Vietnamese Pangasius Favored
According to International Trade Centre (ITC) data, Japan's overall imports of white fish maintained growth in the first 8 months of 2025, with pangasius from Vietnam standing out. Exports in September alone rose 12% year-on-year, making it one of the strongest months for Vietnam's exports to Japan.
Industry insiders note that Japanese market preferences for white fish are changing—as catch quotas for Alaska pollock and cod tighten and supply becomes tighter, Vietnamese pangasius, with its price advantage and supply stability, is gradually being widely accepted in Japan's food service and processing sectors.
In the export structure, frozen pangasius fillets remain the main product, with export value of nearly USD 30 million in the first 9 months of this year, up 11% year-on-year. More noteworthy is that exports of deep-processed products (GTGT) soared 47%, indicating strong demand among Japanese consumers for high-value-added fish products (such as cuts, breaded products, and ready-to-eat packaged products). Exports of fresh-frozen whole pangasius and segments also rose 39% year-on-year, showing a trend of diversification in the export structure.
"Vietnamese Fish in Sushi": Consumption Scenarios Broadened Across the Board
This autumn, well-known Japanese chain restaurant Kura Sushi officially added Vietnamese pangasius to its sushi menu, becoming a hotly discussed event in the industry. Industry insiders believe this is not only a symbol of market recognition, but also means pangasius has officially entered Japan's mainstream food service system.
Analysts point out that Japanese consumers are extremely strict about food safety, traceability, and environmental standards. The fact that pangasius can "make it to the sushi table" shows that Vietnamese companies' quality control systems in farming, processing, and export have reached internationally advanced levels.
In addition, against the broader backdrop of Japan's slowing economic growth and consumers' preference for more rational choices, pangasius, with its high cost-effectiveness, mild taste, and easy cooking, precisely meets demand and has become one of the important raw materials for restaurant chains and convenience foods.
CPTPP Boosts Competitiveness, but Russian Fish Pressure Brings Challenges
Thanks to the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), Vietnamese pangasius enjoys near-zero tariffs in the Japanese market, giving it a price advantage over other imported fish.
However, the competitive landscape is still changing. Russia is increasing export efforts to Asian markets, especially redirecting pollock and cod originally exported to Europe toward Japan. Once Russian production capacity returns and products are discounted, Vietnam's price advantage in pangasius may be partially weakened.
Facing potential challenges, VASEP recommends that Vietnamese companies accelerate product diversification and branding: develop convenience foods suitable for Japanese consumers, such as small-pack, prepared, and cold-chain ready-to-eat products; at the same time strengthen traceability systems and quality certification to solidify long-term cooperative relationships.
Prices Fluctuate Slightly, Supply Side Remains Tight
According to the latest market trends, Vietnam's pangasius pond-gate prices edged down in week 45:
- 800–1300g size at VND 29,000–30,300/kg, down VND 500–800 week-on-week;
- Above 1300g size remained at VND 30,000–30,500/kg.
Industry insiders consider this adjustment a phased pullback, with overall supply still tight. Meanwhile, peak-season purchasing in the Chinese and Japanese markets is prompting processing plants to lock in orders and stock up in advance. In the domestic market, domestic pangasius prices remain stable, with 300–900g size at RMB 3.6/jin and 900–1400g size at RMB 3.8/jin.
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