Japanese households spend an average of 29.9 USD on bananas per year, offering potential for expanding Vietnam's banana market share. Despite a decrease in overall banana imports, Japan's imports from Vietnam, Thailand, and Laos have increased in the first eight months of 2022. Meanwhile, Vietnam's fruit and vegetable exports in September 2022 reached 251.9 million USD, with the first nine months of 2022 bringing in 2.4 billion USD, a 12% decrease from the previous year. Exports to China, the main market, saw a sharp decrease, but there are positive signs with new export agreements and experimental exports to other markets.