Vietnam has many advantages in developing fruit exports thanks to its diverse ecosystems and distinctive seasonal products. However, only through systematic brand building can Vietnamese fruits increase their value, secure stable market outlets, and strengthen their position in international markets.
Vietnam is blessed with diverse ecosystems, creating a rich supply of seasonal fruits. This represents a major advantage for agricultural exports. However, the challenge of “bumper harvests leading to falling prices” remains a persistent concern. Many Vietnamese fruits still lack distinct brand identities, especially key agricultural products.
According to Lê Thị Hồng Anh, Director of the Sơn La Investment, Trade and Tourism Promotion Center, many major growing areas such as Sơn La produce abundant seasonal fruits, including plums, longans, and mangoes. However, domestic consumption capacity remains limited. Meanwhile, post-harvest preservation, preliminary processing, and processing capabilities have yet to meet market requirements. As a result, supply chains rely heavily on fresh consumption and small-scale exports, leading to oversupply during peak harvest seasons.
On international markets, Vietnamese fruits, despite their freshness and high quality, still lack strong brand recognition. Nguyễn Đình Tùng, General Director of Vina T&T Group, commented: “Vietnamese fruits have great potential, but no product has truly become an icon like New Zealand kiwifruit, Washington apples from the United States, or Shine Muscat grapes from South Korea. Meanwhile, global consumers tend to prioritize products with clear and recognizable brands.”
In reality, many Vietnamese fruits such as lychees, longans, and dragon fruits have successfully entered demanding markets, including the United States, Japan, and South Korea. However, most products are still available mainly during harvest seasons. They have not yet created a consistent image or strong national brand identity. As a result, Vietnamese fruits have not become familiar choices or highly anticipated products among international consumers each year.
Another challenge is the technical barriers and specific requirements imposed by different markets. For example, lychee, a highly seasonal fruit, must undergo different quarantine procedures depending on the importing country. Japan requires Methyl Bromide treatment, South Korea requires hot steam treatment, while the United States requires irradiation. However, Vietnam currently has only one facility in Ho Chi Minh City that meets U.S. irradiation standards for lychees. This forces businesses to transport products from northern provinces to the south, increasing costs and potentially affecting product quality.
According to Ngô Thị Thu Hồng, General Director of Ameii Vietnam Joint Stock Company, insufficient investment in irradiation systems, preliminary processing facilities, and post-harvest preservation has made it difficult for many fruit products to maintain quality and expand markets. This has reduced the competitiveness of Vietnamese fruits compared with competitors such as China, Mexico, Thailand, and Taiwan.
To adapt to seasonal characteristics and increasingly stringent requirements from export markets, many domestic enterprises have proactively developed their own brands for promising products. This is considered a strategic move to increase value and secure long-term market stability. Nguyễn Đình Tùng shared: “We have started positioning Thanh Nhãn longan as a distinctive Vietnamese fruit. More than a month before the harvest season, Vina T&T Group had already received many orders from the U.S., demonstrating the clear effectiveness of early promotion activities and brand investment.”
According to him, every country has iconic fruits that serve as national “brand ambassadors.” Vietnam can completely select several outstanding products and make systematic investments in quality, packaging, preservation, and promotion. These efforts will help position Vietnamese fruits in global markets.
From the management perspective, Vũ Bá Phú, Director General of the Trade Promotion Agency under the Ministry of Industry and Trade, affirmed: “When enterprises identify their key products and target markets, the agency will accompany them in developing suitable promotion plans. These include organizing mini trade fairs overseas and supporting international trademark registration.”
For Thanh Nhãn longan, the Trade Promotion Agency has initially supported businesses in the brand registration process. It has also connected them with promotional programs in the U.S. and Japan to establish a new position for the product. In the long term, a regional or national strategy is needed to select certain distinctive fruits for focused brand development.
The combination of production capacity, support policies, and international trade promotion will help products become easier to communicate, position, and leave a lasting impression on global consumers. In addition, local authorities need to proactively select signature products. They should coordinate with businesses in planning growing areas, improving production standards, and connecting with national-level promotion activities.
In particular, the role of Vietnamese Trade Offices abroad should be strengthened in updating market trends, providing consumer insights, connecting orders, and supporting logistics at an early stage. This is a crucial link to help Vietnamese fruits access international markets in a more professional and stable manner.
Brand value is the most sustainable added value for seasonal fruits. Once products establish a strong position in consumers’ minds, the challenge of “bumper harvests leading to falling prices” can gradually be resolved through long-term competitiveness. Vietnam needs to recognize the strategic importance of branding and consider it a key solution to elevate Vietnamese fruits in the global value chain.
Vietnamese source: https://thuonghieusanpham.vn/xay-dung-thuong-hieu-cho-trai-cay-mua-vu
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