VINAGRI News - Vietnamese pangasius is seeing strong growth in demand in Japan, presenting significant opportunities for exporters. However, competition from Russian seafood remains a challenge.
Summary:
> Pangasius exports to Japan reached US$34 million in the first nine months of 2025, up 14% YoY.
> Frozen fillets are the main product, accounting for nearly US$30 million.
> Vietnamese pangasius is gaining ground as an alternative to Alaska pollock in supermarkets and restaurants.
> Growth is supported by CPTPP trade benefits and rising consumer demand for safe, affordable seafood.
> Exporters are encouraged to expand processed product lines and enhance quality and traceability standards to remain competitive.
According to the Vietnam Association of Seafood Exporters and Producers (VASEP), the total export value of Vietnamese pangasius to Japan reached US$34 million in the first nine months of 2025, up 14% compared to the same period last year.
In September alone, exports rose 12%, reflecting growing demand amid declining supplies of wild-caught species such as Alaska pollock and cod due to harvesting quotas.
Frozen pangasius fillets remain the core product, accounting for nearly US$30 million, a year-on-year increase of 11%. Currently, Vietnam ranks third after the US and Russia in white fish exports to Japan.
Within the white fish market, pangasius fillets are second only to Alaska pollock and are increasingly becoming a popular alternative in supermarkets, restaurants, and processed food sectors.
Notably, Vietnamese pangasius has recently been added to the menu of Kura Sushi, a Japanese restaurant chain with over 100 locations nationwide. Mr. Kazumasa Suzuki, Director of Toyo Reizo (Tokyo), noted that demand for pangasius in Japan is expected to rise further as consumers increasingly seek safe, high-quality, and reasonably priced seafood.
VASEP attributes part of this growth to the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which provides preferential tariffs for Vietnamese pangasius and enhances price competitiveness.
Despite slow economic growth in Japan, consumers tend to prefer products with stable supply and affordable prices. However, Russian seafood exports to Asia are increasing to offset declining demand in Europe, creating price competition, particularly for Alaska pollock and cod products.
To strengthen their position in Japan, Vietnamese exporters are advised to diversify into higher-value processed products, invest in convenience-oriented lines such as pre-cut, breaded, or ready-to-cook fillets, and upgrade traceability systems and quality certifications to enhance market credibility.
NPK/ Vinagri News
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