Vietnam is in talks with the United States to establish phytosanitary measures for fresh passion fruit exports, anticipating increased export opportunities in 2025. The country, which currently grows passion fruit across 12,000 hectares, has been exporting the fruit to 20 countries in various forms since 2016. Despite a slight decrease in fruit and vegetable export revenues in November 2024 compared to October 2024, the overall export turnover for the first 11 months of 2024 saw a significant increase of 27.4% compared to the same period in 2023, reaching approximately 6.62 billion USD. The industry is actively working to improve quality, traceability, and market expansion, with a focus on the United States and other potential markets.