Vietnamese bananas are gaining a larger presence in Japanese retail outlets as supply from the Philippines declines. Data from Japanese trade statistics shows that imports of Vietnamese bananas reached 33,000 tons in 2024, almost 14 times higher than in 2019, increasing Vietnam's market share in Japan from 0.2% to 3.2%, according to Nikkei Asia.
In July 2025, exports of Vietnamese bananas to the Tokyo region more than doubled compared to the same period in 2024.
Although Vietnamese bananas still represent a small share of Japan's total imports, the growth is reducing the long-standing dominance of Philippine bananas. The Philippines' market share fell to about 75% in 2024, down from 90% in the early 2010s. Vietnam now ranks as the third-largest supplier to Japan, after the Philippines and Ecuador.
Industry representatives attribute Vietnam's increased shipments to competitive pricing and stable quality. One grocery chain reported selling Vietnamese bananas at roughly 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 a produce wholesaler said.
Vietnamese bananas also benefit from tariff reductions under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). Current Japanese tariffs on Vietnamese bananas stand at 5.4%, with full elimination scheduled for 2028.
In comparison, tariffs on Philippine bananas are expected to remain between 8% and 18% depending on the season. This difference could increase Vietnam's price advantage in the Japanese market in the coming years.
Source: VNExpress