The Vietnamese Strawberry Season Started in Mid-Nov-23, with Local Growers Introducing Premium Varieties to Compete Against Korean Dominance

The fresh strawberry season has started in the Vietnamese market, lasting from mid-Nov-23 to Apr-24. Traditionally, Korean strawberries have dominated the Vietnamese market, representing over 70% in volume and likely more than 80% in value. In response, local strawberry growers and producers have been trying to introduce premium varieties from Japan, New Zealand, and Korea to cater to local consumer preferences and capture a market share currently dominated by Korean strawberries. These premium localized strawberry varieties, primarily cultivated in the highland areas of Moc Chau and Lam Dong provinces, have gained traction in retailers since 2022, with an anticipated expansion in the 2023/24 season.