Once heavily dependent on the Chinese market, the “green dragon” – Lam Dong dragon fruit – has expanded its exports to 20 other countries, including Japan, South Korea, India, the United States, the Middle East and European nations. This market shift is creating new opportunities while also posing significant challenges for enterprises and farmers.

From steadfast commitment to dragon fruit cultivation

In late winter, as many orchards shed leaves to prepare for new buds and spring growth, a strikingly different scene unfolds in southeastern Lam Dong. Hundreds of dragon fruit gardens light up the night sky with rows of bright lamps, creating a magical, picturesque landscape that draws visitors eager to explore and capture photos. Behind this captivating scene lies an important economic calculation, as farmers produce off-season fruit to serve the Lunar New Year market.

Among the stories I have learned is that of Mr. Tran Dang Phuoc from Phu Cuong Hamlet, Ham Kiem Commune, Lam Dong Province, who has remained committed to dragon fruit cultivation. He has been attached to the crop for more than ten years. While this may not be long compared to veteran growers, for him it has been a journey marked by both hardship and reward. Phuoc recalled that after seeing others prosper from dragon fruit, he decided to sell his three-hectare coffee farm in Nam Thanh and move to Ham Kiem to purchase land for dragon fruit cultivation. He invested in more than two hectares, and after three years of care, the orchard was ready for harvest. However, prices plummeted from VND 20,000 per kilogram to VND 5,000 per kilogram. At times prices surged to VND 25,000 per kilogram, but only briefly and when there was little fruit available to sell. When harvest peaked, prices dropped again to VND 3,000–6,000 per kilogram. The Covid-19 pandemic then struck, exports stalled, and prices fell below VND 1,000 per kilogram. Many farmers abandoned their orchards.

Recently, to promptly support and remove difficulties for enterprises exporting dragon fruit to major markets, the Department of Agriculture and Environment issued Official Document No. 1157/SNNMT-TTBVTV/2025 proposing that the Ministry of Agriculture and Environment negotiate with the United States (APHIS) to add heat treatment measures for dragon fruit exported to the US, in order to reduce transportation costs.

As he recounted his story in a subdued tone, sipping tea, Mr. Phuoc’s eyes brightened and his voice changed: “After heavy losses, I considered giving up and clearing the orchard to plant other crops, but all my capital had already been invested in dragon fruit and I still owed the bank more than one billion dong. In 2022, at the most difficult time, just months before Lunar New Year, I had nothing left. While having coffee, I met some experienced dragon fruit growers who encouraged me to keep the orchard. I decided to borrow from relatives to invest in off-season production for the Tet market. The ‘sweet fruit’ finally came. Tet prices reached VND 30,000–35,000 per kilogram, and harvesting three hectares brought in several hundred million dong, giving me the motivation to continue. Over the past three years, income from dragon fruit has been relatively stable as prices have remained high, with only minor declines compared to previous years.”

Market shift – new opportunities and challenges

In recent years, the dragon fruit market has undergone significant change. According to the Binh Thuan Dragon Fruit Association of Lam Dong Province, export dependence on China has declined from 85% to 55%. Enterprises have actively sought access to more demanding markets such as Japan, South Korea, Thailand, Australia, India, the Middle East, the United States and Europe. This represents an important step forward, reflecting efforts to upgrade production standards, adapt to market mechanisms and build the Dragon Fruit Binh Thuan brand.

Mr. Huynh Canh, Chairman of the Binh Thuan Dragon Fruit Association of Lam Dong Province and Director of Son Tra Company, stated: “Enterprises within the association are committed to GlobalGAP and expanding linkages with cultivation areas. Thanks to early orientation, Son Tra and several other companies have gained advantages in accessing demanding markets such as Japan, South Korea, Australia, India and Thailand. Partners highly appreciate the quality control processes, clear planting area codes and packing facility codes, as well as transparent traceability systems.”

However, this path has not been smooth. In the early stages of implementing GlobalGAP, enterprises faced numerous difficulties. The market shift has also brought significant challenges for both businesses and farmers. Meeting these requirements has increased farmers’ investment costs, while agricultural input prices continue to fluctuate.

According to the Department of Agriculture and Environment, in response to export market requirements and climate change pressures, Lam Dong has adopted policies to build a local dragon fruit brand associated with “green agriculture,” meeting stringent international standards and enhancing value for growers. To date, the province has 8,541.2 hectares out of 25,800 hectares (33.1%) of dragon fruit produced under VietGAP standards; 453 hectares (1.76%) under GlobalGAP; and 124.5 hectares (0.48%) certified organic. In parallel, the province has established 19 production and consumption linkage chains and granted 587 export planting area codes covering 25,800 hectares, accounting for 100% of the province’s dragon fruit area. The “green dragon” of Lam Dong is now present in multiple global supply chains and has geographical indication protection in 13 countries. Accordingly, the province has focused on policies to enhance dragon fruit quality to expand exports to demanding markets such as Europe, the United States, Japan, South Korea, Australia, Russia, India and Middle Eastern countries.

According to the Binh Thuan Dragon Fruit Association of Lam Dong Province, in 2025 its members exported 1.2 million tons, up 8.3% compared to 2024, with an estimated value of approximately USD 700 million. Linkages between processing and export enterprises, cooperatives and cultivation areas are being strengthened to create a sustainable dragon fruit value chain.

Source: Lam Dong Newspaper