Gia Lai province in Vietnam is planning to expand its passion fruit cultivation area to 20,000 hectares by 2025, making it the largest passion fruit capital in the country. The province currently has the largest area under passion fruit cultivation in the country, spanning 4,000 hectares. The production and export value of passion fruit in Vietnam have seen a significant increase of over 300% in the past five years, making it one of the top 10 fruit trees with the highest export value in 2021. The country is negotiating to open the fresh passion fruit market to Australia, Japan, and Thailand, in addition to the existing markets in France, Germany, the Netherlands, Korea, Taiwan, and Switzerland.