The article highlights the competitive challenges Vietnamese fruits and vegetables face in the European, particularly French, market. These challenges stem from competition with similar products from Colombia, South America, Africa, and even locally grown Asian vegetables in Europe. The competition is largely price-based, with the geographical proximity of European producers offering them a significant advantage. This has led to an increase in the cultivation of tropical vegetables by European and French farms to cater to the rising demand for Asian cuisine among organic and vegan consumers, making these products more accessible in mainstream supermarkets and reducing reliance on specialty Asian stores. This shift also addresses concerns over carbon emissions from transportation. However, this development poses additional challenges for Vietnamese producers as they now have to compete with Asian vegetables grown within Europe, complicating their market position.