Data from Japanese trade statistics shows imports of Vietnamese bananas surged to 33,000 tons in 2024, nearly 14 times higher than in 2019, boosting Vietnam’s market share in Japan from 0.2% to 3.2%, Nikkei Asia reported.

Workers clean bananas at a workshop in a Mekong Delta province in August 2021.

In July 2025, exports of Vietnamese bananas to the Tokyo region more than doubled compared to the same period the previous year.

While Vietnamese bananas still account for a small portion of Japan’s total imports, the surge is chipping away at the long-standing dominance of Philippine bananas, whose market share fell to about 75% last year from 90% in the early 2010s. Vietnam now ranks third in shipment volume to Japan, behind only the Philippines and Ecuador.

Industry insiders attribute Vietnam’s rapid rise to competitive prices and strong quality. One grocery chain sells Vietnamese bananas for around 10% less than Philippine varieties.

"Vietnam started growing bananas relatively recently, so disease has not yet spread and the quality is high," a representative of produce wholesaler said.

Vietnam also benefits from favorable trade terms under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which has lowered Japanese tariffs on Vietnamese bananas to 5.4%, with complete removal set for 2028.

By contrast, tariffs on Philippine bananas are expected to remain between 8% and 18% depending on the season, a factor that could further boost Vietnam’s pricing advantage in the years ahead.

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