Photo: VASEP/FIS

VASEP Leverages Digital Marketing to Boost Vietnamese Pangasius Exports

VIET NAM
Wednesday, March 12, 2025, 00:10 (GMT + 9)

In an era of increasing global integration and digital transformation, digital marketing has become a critical tool for seafood enterprises, particularly the Vietnamese pangasius industry, to enhance their market position and drive export growth.

Despite facing challenges such as market volatility, intense competition, and stringent import regulations, the Vietnamese pangasius industry is poised to capitalize on digital platforms in 2025. Digital marketing offers opportunities to improve customer engagement, strengthen brand recognition, and expand market reach, according to Thu Hang, Editor of the Vietnam Association of Seafood Exporters and Producers (VASEP).

Utilizing digital marketing for pangasius export promotion enables businesses to leverage technology for targeted outreach, increased interaction, and enhanced brand perception. Unlike traditional marketing, digital strategies offer detailed performance tracking, facilitating agile campaign adjustments.

Several pangasius exporters have successfully implemented digital marketing strategies:

• China: Increased advertising on e-commerce platforms like Alibaba, WeChat, and Douyin to boost brand awareness.
• United States: Application of SEO and Google Ads to target American consumers.
• EU and CPTPP: Communication campaigns highlighting sustainable pangasius production and certifications (ASC and MSC) on social media to bolster exports.

Photo: Alibaba

However, the pangasius industry faces challenges in digital marketing implementation, including:

• Lack of expertise: Many businesses lack dedicated digital marketing teams or struggle to fully utilize online platforms.
• Information competition: Creating compelling content to attract consumers and importers is challenging.
• Language and cultural barriers: Market-specific content adjustments and multilingual capabilities are essential.
• Continuous training: Ongoing staff training and collaboration with marketing experts are crucial.

Photo: VASEP/FIS

Digital marketing presents significant opportunities for the Vietnamese pangasius industry to promote products and expand markets. Strategic implementation will enhance brand value and contribute to sustainable export growth.

According to Vietnam Customs, pangasius export turnover reached $208 million USD by mid-February 2025, a 5% increase year-over-year. Key markets include China & Hong Kong, CPTPP, the US, EU, and Brazil. Despite growth, the industry faces challenges such as competition from other white fish species, evolving import policies, and shifting consumer preferences.

• Pangasius exports to China & Hong Kong in the first half of February 2025 reached $23 million USD, a 3.5-fold increase compared to 2024. Cumulative exports to this market reached $54 million USD by February 15, 2025, down 8% year-over-year.
• Pangasius exports to the US reached $7 million USD in the first half of February 2025, up 8% year-over-year. Cumulative exports to this market increased slightly by 1% to $25 million USD by February 15, 2025.
• Pangasius exports to the EU market increased by 16% year-over-year, reaching $19 million USD, and to CPTPP increased by 31%, reaching $39 million USD by February 15, 2025.

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