Vietnam’s pangasius sector has become a global heavyweight, generating billions in export revenues.

According to the Department of Customs, pangasius exports topped $1.1bn by mid-July, an 11% rise compared with the same period last year, Viet Nam News reports. Growth was particularly strong in several key markets: Brazil’s imports surged by 73%, Malaysia’s by 33%, Thailand’s by 32% and the United States’ by 12%.

But performance elsewhere has been uneven. The Vietnam Association of Seafood Exporters and Producers (VASEP) reported that shipments to Colombia fell by 10%, while exports to Germany and Saudi Arabia dropped by nearly 20% and 15.1% respectively.

Analysts warn that wider global pressures could weigh further on the sector. Inflation, currency volatility, ongoing trade tensions and the risk of new tariffs from Washington have all created an uncertain outlook for producers.

While the fish is a staple in overseas markets, the domestic picture is strikingly different. Pangasius is typically sold whole or as basic fillets, often with limited branding, and struggles to compete with more traditional varieties such as snakehead, carp and climbing perch, which are favoured by Vietnamese consumers.

Producers also find the local market less appealing from a commercial standpoint. Prices are generally 30 to 40% lower than those fetched abroad, discouraging investment in domestic distribution and marketing.

Industry experts point to lessons from neighbouring countries. In Thailand, around 60% of tilapia output is consumed locally, with government schemes supplying fish to schools, hospitals and the military. India, meanwhile, supports its huge export industry with a vast domestic consumer base, where freshwater fish remain an essential source of protein for its 1.4bn population.

Vietnam, with nearly 100mn people and rising living standards, has the potential to replicate such models. But obstacles remain, including entrenched eating habits, limited product innovation and underdeveloped distribution channels.

Some companies have begun moving into value-added products—such as fish paste, fish balls and packaged fish noodles—designed to appeal to students, workers and younger families. VASEP argues, however, that more decisive efforts are required if pangasius is to secure a stronger foothold at home.

With export markets proving increasingly unpredictable, analysts also warn that over-reliance on foreign sales could leave Vietnam’s pangasius industry vulnerable. A stronger domestic base, they say, would provide a much-needed buffer against global shocks.