Photo: VASEP/FIS

Vietnam’s Surimi Exports Hit $327 Million: EU and China Emerge as High-Growth Frontiers

VIET NAM
Tuesday, January 13, 2026, 00:10 (GMT + 9)

Global Market Shift: EU Growth Skyrockets by 91% as Traditional Markets Like South Korea Face Seasonal Stagnation

Vietnam’s exports of fish cake and surimi are finishing 2025 on a high note, characterized by aggressive double-digit growth and a significant shift in destination markets. According to Ms. Nguyen Ha, a Tuna Market Expert at the Vietnam Association of Seafood Exporters and Producers (VASEP), while the industry is flourishing, a notable "differentiation" is occurring as the year closes.

Record-Breaking Figures and Market Divergence

Data from Vietnamese Customs reveals that in the first 11 months of 2025, the total export value of fish paste and surimi reached US$327 million, marking a 22% increase over the same period in 2024. November 2025 alone contributed US$35 million to this total, a 5% rise year-on-year.

Source: VASEP

Despite the overall upward trend, the market is no longer uniform. While emerging destinations are accelerating, established giants are seeing a slowdown:

• South Korea & Thailand: Remained the largest overall contributors with year-to-date increases of 11% and 16% respectively. However, November saw a contraction in these markets due to inventory cycles and fluctuating purchasing power.

• The European Union (EU): Emerging as a powerhouse, the EU market reached $32 million (a 10% market share), representing a staggering 91% growth.

• Lithuania: Within the EU, Lithuania stood out with $29 million in imports, a 108% surge, making it the fastest-growing major market for Vietnamese surimi.

• China & Hong Kong: These regions maintained strong momentum with a 46% year-on-year increase.

• Japan: Exports climbed 19% to over $30 million, sustained by the market’s demand for high-quality, value-added products.

Source:  VietOcean Seafood Vietnam/YouTube

Strategic Shifts for 2026

As businesses prepare for 2026, VASEP experts highlight that competition is moving beyond simple pricing. The global market is now revolving around three critical pillars:

1. Convenience: A rising demand for ready-to-use products suitable for retail and the Horeca (Hotel, Restaurant, and Cafe) sector.

2. Supply Stability: The ability to honor long-term contracts and maintain consistent quality despite global market volatility.

3. Traceability: Strict adherence to documentation and technical standards, particularly the rigorous requirements enforced by the EU.

Source:  VietOcean Seafood Vietnam/YouTube

Future Outlook

The EU, China, and Hong Kong are expected to remain the primary growth engines heading into the new year. However, exporters are warned that the EU will likely tighten technical documentation requirements, while the Chinese market will remain highly sensitive to price and order pacing.

While South Korea and Thailand will remain "key players," Vietnamese firms are encouraged to adopt flexible production plans to navigate the short-term fluctuations and inventory adjustments expected in early 2026.

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