"King fruits" make up a significant portion of Vietnam's fruit and vegetable export turnover, with 2023 being a record year and forecasts for the industry to continue growing by 15-20% in 2024. The success of Vietnamese fruits and vegetables can be attributed to the positive market signals, innovation in production methods, and the diversity of products, particularly the impact of durian and increased exports to major markets such as China, the US, and the EU. However, the industry also faces challenges in maintaining and improving quality and complying with regulations, despite the large potential for growth.