According to Nikkei Asia, Japanese consumers are seeing more Vietnamese bananas on grocery store shelves as banana imports from the Philippines continue to decline.
Trade data from Japan shows that in 2024 the country imported 33,000 tons of bananas from Vietnam, nearly a 14-fold increase compared to 2019. Vietnam’s market share in Japan also rose from 0.2% to 3.2%. In July alone, the volume of Vietnamese bananas exported to the Tokyo area more than doubled compared to the same period last year.
According to some traders at Ota Market (Tokyo), Vietnamese bananas now rank third in terms of import volume into Japan, after the Philippines and Ecuador. Trading companies note that Vietnam’s competitive advantages come from low production costs, stable quality, and geographical proximity to Japan, which helps reduce transportation expenses.
Some Japanese supermarket chains began testing Vietnamese bananas two years ago and have since seen growing consumer demand. Retail prices for Vietnamese bananas are generally about 10% lower than for Philippine bananas.
The Philippines once held up to 90% of Japan’s banana market in the early 2010s, thanks to stable supply under partnership programs with Japanese importers. However, disease outbreaks, weather fluctuations, and rising labor costs have reduced output and pushed up prices. By 2024, the Philippines’ market share in Japan had dropped to around 75%, while quality was no longer as consistent as before.
Traders note that Vietnam has only recently expanded large-scale banana cultivation, making it less affected by plant diseases. Vietnamese bananas are also considered fresher, with a longer shelf life.
In addition, both Japan and Vietnam are members of the CPTPP trade pact, which has lowered Japan’s import tariff on Vietnamese bananas to 5.4%, with a scheduled reduction to zero by 2028. By contrast, tariffs on bananas from the Philippines remain at 8–18% depending on the season, giving Vietnamese bananas a price advantage.
Vietnam currently has about 154,200 hectares of banana plantations, concentrated in provinces such as Dong Nai, Binh Phuoc, Binh Duong, Hanoi, and Hung Yen. According to the Ministry of Industry and Trade, bananas are among Vietnam’s top four fruit exports. Vietnamese bananas are highly regarded for their quality and ability to be harvested year-round. Beyond the main export market of China, businesses are encouraged to boost shipments to South Korea, Japan, and Europe, where demand for fresh fruit — including bananas from Vietnam — remains strong.
(Source: Nhu Quynh – An Ninh Tien Te)
