The northern province of Hung Yen in Vietnam has launched a fresh push to raise the profile of its longan fruit abroad, signing a series of contracts to expand exports and strengthen its brand in demanding overseas markets, Viet Nam News reports.

At a trade promotion conference held on August 20, provincial authorities, representatives from the Ministry of Industry and Trade, businesses and cooperatives gathered to showcase longan and other local produce. The event resulted in the signing of 12 agreements covering distribution of longan and key agricultural products.

Officials highlighted the fruit’s growing recognition. Hưng Yên longan has been granted geographical indication status and is listed among Vietnam’s top 50 fruit varieties.

Harvest output for 2025 is expected to exceed 50,000 tonnes, with more than 60% certified under VietGAP or organic standards. Exports are currently bound for markets including the United States, the European Union, Japan and China, while domestic sales are being promoted through supermarket chains and e-commerce platforms.

According to the Ministry of Industry and Trade’s Trade Promotion Agency, Hưng Yên longan has already established a foothold in many foreign markets and is widely available in major retailers such as Vinmart, BigC, Aeon and Co.opmart, as well as online. Officials said this demonstrates local producers’ ability to adapt swiftly to evolving consumption trends.

China remains the largest outlet, with annual demand estimated at around 700,000 tonnes. However, Beijing’s shift towards official import channels requires strict compliance with packaging, labelling and traceability codes – a challenge for growers but also an opportunity to reinforce the brand’s standing.

Other destinations are also proving attractive. Japan and South Korea apply rigorous quality standards but offer higher prices, while markets in the US and EU show strong preference for organic produce with clear provenance. Closer to home, ASEAN and Middle Eastern countries present further opportunities, helped by geographical proximity and relatively lower trade barriers.

In parallel, cooperatives in Hưng Yên are stepping up investment in processing to diversify the product range. Longan is now being developed into dried fruit, honey and other value-added goods designed to extend shelf life and boost returns.