In July 2024, Vietnam's fruit and vegetable exports surged to $477 million, marking an 18% increase from the previous year, with a 7-month total exceeding $3.8 billion, up 23.4%. China remains the largest market, followed by Korea and the United States, with durian, banana, and dragon fruit as key exports. Despite challenges like crop failures, the industry aims for $7 billion in exports for 2024, driven by growing demand in new markets like the UK and EU. The rising demand for durian products, due to high prices and limited access to fresh durian, underscores the need for developing durian-based products. Technical and legal preparations, such as negotiating frozen durian export protocols with China, are essential for sustainable growth. Businesses are encouraged to adapt to new consumer tastes and diversify their offerings.