The article highlights the current surge in the Vietnamese market for imported plums, particularly from Australia, Japan, and the US, following the end of the local plum season. American red plums, known for their sweet taste and crunchy texture, have gained popularity despite their high cost, which has increased by 10-20% compared to last year, reaching up to 500,000 VND per kg. The increased cost is attributed to air importation and increased distribution costs. These plums are preferred for their unique taste and texture, with the majority of purchases being made by families with higher incomes. Businesses like Mia Group recommend buying from reputable stores to ensure quality and authenticity. The importation of US fruits and vegetables, including plums, cherries, and apples, has seen a significant increase in the first half of the year, rising by 41% compared to the same period, with over 206 million USD being spent.