Korean strawberries continue to dominate the Vietnamese market, with their presence expanding significantly this 2022/23 season. Available through various channels, from traditional trade to modern retail to e-commerce platforms, Korean strawberries have become ubiquitous. Even major retailers, which traditionally don't import fresh fruits directly, are sourcing Korean strawberries directly from suppliers, demonstrating their appeal to large retailers in the Vietnamese market. In W49, retail prices stood approximately at USD 12.3/330 grams (g) and USD 7.8/250g, a 15% to 20% decrease compared to the early-season prices. As the market anticipates the peak season, more competitive prices are expected, with popularity increasing as prices become more favorable.