In September 2024, Indonesia was the largest importer of cinnamon from Vietnam, accounting for 107% of Vietnam's total imports. Despite this, the overall volume and value of Vietnam's cinnamon imports were down significantly compared to the previous month and year. Vietnam is the world's leading exporter of cinnamon, with over 292 million USD in turnover in 2022. The industry employs many ethnic minority households and has potential for growth, especially in meeting demand for processed cinnamon in Europe and the United States. The Vietnam Pepper and Spice Association (VPSA) is advocating for improvements in post-harvest and processing quality to increase exports to these demanding markets.