Vietnamese Bananas Make Significant Inroads in Japanese Market

According to recent Japanese trade statistics, the import of Vietnamese bananas has seen a dramatic increase, reaching 33,000 tons in 2024. This marks a nearly 14-fold growth since 2019, elevating Vietnam's market share in Japan from a mere 0.2% to an impressive 3.2%.

Competitive Edge Over Philippine Bananas

Vietnamese bananas are now making waves in the Tokyo region, with exports more than doubling in July 2025 compared to the previous year. Despite still holding a small portion of Japan's total banana imports, Vietnam's rapid growth is challenging the long-standing supremacy of Philippine bananas, which saw their market share decline from 90% in the early 2010s to about 75% last year.

Quality and Price: The Winning Combination

Industry experts point to competitive pricing and superior quality as key factors behind Vietnam's success. A notable example is a grocery chain offering Vietnamese bananas at approximately 10% less than their Philippine counterparts. "The relatively recent inception of banana cultivation in Vietnam means diseases have yet to affect the crops, ensuring high quality," explained a produce wholesaler representative.

Trade Agreements Fueling Growth

The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) has played a pivotal role, reducing Japanese tariffs on Vietnamese bananas to 5.4%, with plans for complete elimination by 2028. In contrast, Philippine bananas face tariffs ranging from 8% to 18%, depending on the season, potentially further enhancing Vietnam's competitive pricing in the future.