Durian exports recorded strong growth in early 2026. However, to sustain momentum and expand into new markets, traceability is increasingly becoming a mandatory “trade passport” for the sector.

Export momentum driven by market demand and seasonal advantages

According to preliminary data from the Vietnam Customs Department, durian exports in January 2026 reached over USD 117 million, up 275% compared with the same period last year. With this result, durian continued to be a bright spot in Vietnam’s fruit and vegetable export portfolio, accounting for more than 18% of total sector export value in the first month of the year.

This strong growth has been driven by multiple factors. Notably, the expansion of approved growing area codes and packaging facilities authorized by China has doubled compared with the same period last year, helping unlock supply capacity.

In addition, the signing of the protocol allowing frozen durian exports to China has created significant new opportunities. Combined with Vietnam’s off-season advantage, from November to March, while competitors such as Thailand and Malaysia are not yet in peak harvest, Vietnamese durian has effectively captured early-year market demand.

The Import-Export Department under the Ministry of Industry and Trade noted that if customs clearance at northern border gates continues to improve, durian exports in the first quarter of 2026 could reach USD 1 billion.

Beyond durian, other key fruits such as dragon fruit, bananas, and mangoes continue to maintain stable exports to China and ASEAN markets. Meanwhile, products such as fresh coconut, longan, and herbs are gaining market share in the United States, Japan, and the European Union.

Traceability emerges as a critical bottleneck

Despite strong growth, the durian sector still faces significant challenges. While many localities and enterprises have implemented traceability systems, current frameworks remain fragmented and lack nationwide integration. This has become a major bottleneck in enhancing transparency and product credibility.

Building a unified traceability system is therefore essential not only to standardize production processes and growing areas, but also to improve quality and strengthen the international reputation of Vietnamese durian.

At a training conference on pilot traceability systems for durian in the Central Highlands, To Nguyen Thanh, a representative of Netacom, emphasized that traceability is not merely a technological tool but a “link” that connects trust and利益 across the entire supply chain. In this ecosystem, enterprises play a leading role, cooperatives act as coordinators of production, and farmers are the core contributors generating value and data.

“Traceability is not an administrative procedure; it is a ‘trade passport’ for Vietnamese durians to enter demanding markets,” Thanh stated.

Addressing bottlenecks to enhance sector value

According to the roadmap, a nationwide durian traceability system will be implemented starting July 1, 2026. Prior to that, a pilot program launched in early 2026 involves five enterprises, aiming to establish real-time management systems and electronic authentication labels for qualified shipments.

However, implementation still faces several challenges. Nguyen Quang Tin, Deputy Director General of the Department of Science and Technology under the Ministry of Agriculture and Environment, highlighted key bottlenecks including the absence of standardized models across production and export stages, fragmented data systems, unclear coordination mechanisms, and limited digital capabilities among smallholder farmers.

Of particular concern is the ongoing issue of fraudulent use of growing area codes and the mixing of substandard products, which directly affects the reputation of Vietnamese agricultural exports. As markets such as China and the EU increasingly tighten requirements on origin and food safety, failure to address these issues could erode Vietnam’s competitive advantage.

“Without proper traceability, Vietnamese durian risks losing access to export markets,” Tin warned.

Experts recommend accelerating digital transformation in agriculture, developing centralized data systems, and strengthening the role of industry associations in connecting stakeholders, supervising compliance, and supporting both enterprises and farmers.

Traceability should be viewed not only as a technical requirement but as a foundation for building a transparent, responsible, and sustainable agricultural sector. As consumers place greater emphasis on origin, quality, and social responsibility, traceability will become a decisive factor in competitiveness.

According to Dang Phuc Nguyen, Secretary General of the Vietnam Fruit and Vegetable Association, implementing traceability systems not only supports state management but also delivers tangible benefits for businesses and farmers. The system enhances transparency, enables product tracking, prevents trade fraud, and strengthens consumer trust in both domestic and international markets.

In the context of deeper global integration, the value of agricultural products is no longer determined solely by output, but by quality, transparency, and compliance with international standards. Traceability is therefore becoming a mandatory requirement.

The rollout of a national durian traceability system is expected to sustain export growth in the short term while serving as a strategic step to elevate Vietnamese agricultural products in the global market.

An effective traceability system will help protect consumer rights, enhance the credibility of Vietnamese agricultural products, promote exports, and support the development of sustainable agriculture.

Source: Bao Cong Thuong