Ambassador Pham Thanh Binh: Creating cultural appeal in Vietnam's agricultural trade with China

Vietnamese Ambassador to China Pham Thanh Binh shared with The World & Vietnam Report a number of development directions for Vietnamese fruit brands in the Chinese market.

Ambassador, could you please update on the import-export situation of Vietnamese fruits to China since the beginning of the year? What are the highlights in the export of these products?

Vietnamese Ambassador to China Pham Thanh Binh. (Source: Vietnamese Embassy in China)

China, with a population of over 1.4 billion, has a massive demand for food consumption with increasingly high quality, continuing to serve as a strategic market for Vietnam's agricultural sector.

Recently, trade activities, including fruit import-export, have remained a highlight in the economic cooperation between Vietnam and China.

According to Vietnam Customs, in the first nine months of 2025, the export turnover of fruits and vegetables to China reached 3.8 billion USD, an increase of 1.8% compared to the same period last year, accounting for 62.9% of Vietnam's total fruit and vegetable export turnover to the world.

Currently, Vietnam has 11 types of fresh fruits officially exported to the Chinese market.

Notably, durian is a standout export fruit, with a turnover of 2.29 billion USD, accounting for 93.6% of Vietnam's global durian export turnover. The following are: banana with 232.1 million USD, dragon fruit with 161.4 million USD, mango and mangosteen with 51.7 million USD, along with other fruits like fresh coconut, watermelon, and lychee.

A significant highlight is the increasing number of Vietnamese fruit products being officially exported to China. Recently, both sides have signed additional protocols for the export of fresh coconut, frozen durian, and passion fruit from Vietnam to China, and negotiations are expected to continue to open the market for pomelo and jackfruit.

To facilitate agricultural trade, the Ministry of Agriculture and Environment of Vietnam and the General Administration of Customs of China have agreed to establish a "green lane" mechanism to prioritize quick clearance at border gates for fresh fruits during peak harvest seasons.

Simultaneously, the quality of Vietnamese fruits exported to China has continuously improved, meeting China's increasingly stringent standards for quarantine and food safety. On May 21, the General Administration of Customs of China approved an additional 960 codes for Vietnamese durian, including 829 planting area codes and 131 packing facility codes.

To date, Vietnam has 1,396 planting area codes and 188 durian packing facilities recognized by China as meeting export conditions. This demonstrates the growing reputation and quality of Vietnamese fruits among Chinese consumers.

Ambassador, could you please share insights into Chinese consumers' preferences for branded imported fruit products? How do you assess the brand recognition and market presence of Vietnamese fruit brands in China?

According to surveys from local studies, nearly two-thirds of Chinese consumers generally prioritize fresh fruits, with imported fruits accounting for 30% of consumption.

Notably, Chinese consumers have a high preference for fruits with good nutritional content, assured quality, and reasonable prices. This presents a significant opportunity for Vietnam to systematically build and strengthen its fruit brand, aligning with the preferences of the Chinese market.

At the Vietnam-China Agricultural Trade Business Conference organized by the Vietnamese Embassy in China in August 2025, associations and agricultural distributors in China highly appreciated the quality of Vietnamese fruits like durian, dragon fruit, banana, and jackfruit.

However, many expressed a desire for more consistent quality in Vietnamese fruits, more professional preservation efforts, and the development of Vietnamese fruit brands with high recognition, similar to Malaysia's Musang King or Thailand's Nam Dok Mai.

The position of Vietnamese agricultural products, including durian, is increasingly strengthened in the Chinese market. (Source: Vneconomy)

Based on local practices, the Embassy suggests several directions for developing Vietnamese fruit brands as follows:

Firstly, ensuring stable quality is a prerequisite for building a reputable and long-lasting Vietnamese fruit brand in the Chinese market. Attention should be paid to high-quality standards such as Global G.A.P. and HACCP, fully meeting local standards for inspection and quality...

Secondly, implement a multi-channel marketing strategy, from supermarkets and e-commerce to social media, combining on-site promotion and organizing trade promotion delegations. Additionally, tell stories rich in Vietnamese identity associated with specific fruits, creating cultural appeal and differentiation in agricultural trade.

Thirdly, further enhance the added value of Vietnamese fruits, focus more on deep-processed products, and improve packaging quality and design. Furthermore, develop a convenient logistics system, and collaborate with retail systems in China to implement promotional programs aligned with Chinese market consumption trends.

Ambassador, what plans does the Vietnamese Embassy in China have to continue playing a bridging role in promoting sustainable agricultural exports to the 1.4 billion population market? How should Vietnamese businesses connect with such programs?

The Vietnamese Embassy in China always considers economic diplomacy, including the task of promoting agricultural trade, as a key focus.

In the coming time, the Embassy will continue to closely coordinate with relevant agencies in Vietnam and China to promote market access for some citrus fruits and medicinal products from Vietnam; promptly resolve arising issues regarding the export of Vietnamese agricultural and aquatic products to China; promote trade promotion of Vietnamese goods; leverage the benefits of the ASEAN-China Free Trade Agreement 3.0, the Regional Comprehensive Economic Partnership (RCEP); and provide timely advice on policy adjustments, import-export regulations, and quarantine of the host country.

Vietnamese agricultural exports to China through the Kim Thanh International Road Border Gate II. (Source: VNA)

As a bridge promoting agricultural trade cooperation between the two sides, the Embassy will continue to support Vietnamese businesses in connecting with trade promotion, investment, trade, and communication activities between businesses of the two countries; proactively support Vietnamese businesses in accessing China's distribution systems, retail chains, and e-commerce.

Additionally, the Embassy will actively integrate fruit product introductions into cultural exchange activities, people-to-people diplomacy, and commemorative events led by the Embassy, thereby enhancing the image of Vietnamese fruit brands among Chinese consumers.

We welcome and are ready to support Vietnamese businesses participating in the aforementioned programs through the Embassy's Economic Division and Trade Office. I strongly believe that with the concerted efforts and close coordination between the Embassy, ministries, associations, localities, and businesses from both sides, agricultural trade cooperation, including the export of Vietnamese fruits to China, will continue to develop strongly and sustainably.

Thank you very much, Ambassador!

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