Vietnam's pangasius (cá rô phi) enters Japanese sushi market as exports jump 101%

Vietnam's pangasius, often called "water chicken," saw its export value reach $76 million in the first half of 2026, more than doubling the same period a year earlier. The surge reflects rapid growth in the species' popularity and a shift toward higher‑value processed products.

In July 2026, a Can Tho‑based firm completed the first shipment of pangasius fillets to Japan for sushi and sashimi, marking a milestone for the country's seafood sector. The company invested in advanced pond systems and strict quality controls to meet Japan's premium standards, enabling the fish to be sold as a high‑end sashimi ingredient.

Beyond Japan, Canadian and Australian markets have also reported rising imports, suggesting broader opportunities for Vietnamese producers to diversify away from traditional customers and capture more value‑added segments.