Once focused solely on exports, the pangasius industry now aims to win over Vietnamese consumers to boost sustainability.
Vietnam's aquaculture export products, including the pangasius catfish industry, generate billions of US dollars annually. Now, this sector is not only focusing on international markets but also setting its sights on the domestic market - seeking greater recognition and consumption among Vietnamese consumers as a foundation for sustainable growth.
At the ongoing 80 Years of National Achievements exhibition in Hanoi, the Vietnam Association of Seafood Exporters and Producers (VASEP) is showcasing a large broodstock pair of pangasius catfish alongside various processed products. This display demonstrates Vietnam's success in selective breeding and its control over genetic resources in aquaculture.
"Products that have conquered international markets are perfectly suitable for Vietnamese meals too. This strategy aims to shift public perception, encouraging the domestic use of seafood items that have long been seen as export-only products," VASEP said in a statement.
With global seafood exports facing challenges - ranging from tariffs in the U.S., tightened regulations in the EU, to fierce competition in China - building a strong domestic base is becoming increasingly vital. Domestic consumption not only boosts national pride but also reinforces trust and value in the international marketplace.
At the exhibition, VASEP promotes the message: "Export seafood for Vietnamese consumers." Export items like pangasius should not be reserved solely for foreign markets. Winning the hearts of local consumers first creates a stronger, more sustainable launchpad for global success.
According to Vietnam Customs, pangasius exports as of August 15 reached $1.3 billion, a 10% increase year-on-year. Among these, frozen pangasius fillets contributed over $1 billion, marking an 11% increase compared to the same period in 2024.
Thanks to favorable natural conditions - especially in the Mekong Delta - Vietnam is the world's leading producer and processor of pangasius catfish. Although farming areas have not expanded significantly over the past decade, production volume rose steadily from over 1.1 million tons in 2015 to more than 1.7 million tons in 2024.
Key export markets include the United States, European Union, China, Brazil, Mexico, and Southeast Asia. Vietnamese pangasius is popular worldwide for its high quality and competitive pricing.
Deputy Minister of Agriculture and Environment Phung Duc Tien noted that although 2024 posed numerous challenges for pangasius exports, the industry still met its annual goals. Vietnamese producers improved productivity and quality, leveraging demand rebounds in several markets to compensate for a slowdown in China. As a result, pangasius exports returned to the $2 billion mark in 2024, up 9% from 2023.
Despite favorable conditions, the pangasius industry still faces environmental hurdles such as water pollution, feed quality issues, and concerns over sustainability. However, with growing demand, Vietnam's pangasius sector holds immense potential for continued development.