Not only double-digit growth, but Vietnam’s fish cake and surimi exports are also showing a remarkable “peak” at the end of the year. Exports to the EU are accelerating nearly twofold, and China & Hong Kong are seeing strong increases, while the largest market, South Korea, is showing signs of slowing down in November.
According to Vietnam Customs, in 11 months of 2025, the export turnover of fish cake and surimi reached 327 million USD, an increase of 22% compared to the same period in 2024. In November 2025 alone, it reached 35 million USD, an increase of 5%. This is an important basis for export businesses to review market structure and level of competition and prepare for 2026.
Currently, over 50 businesses are involved in exporting fish cakes and surimi.
Although overall exports of Vietnamese fish cake and surimi products maintained strong growth in 11 months, November’s performance shows that the growth is no longer uniform across all markets. Some markets are slowing down due to inventory and purchasing power cycles. Meanwhile, emerging destinations are growing very rapidly, especially the EU and China & Hong Kong.
Exports to South Korea and Thailand in 11 months of 2025 are higher than the same period last year, by 11% and 16%, respectively. However, in November, exports to both of these markets are decreasing compared to the same period in 2024. Businesses need to be aware of short-term order fluctuations, the need for flexibility in delivery schedules, pricing, and product types, and customers/retail chains.
The EU was a bright spot, with an export value of 32 million USD. In particular, exports to Lithuania reached 29 million USD, accounting for 9%, an increase of 108%, the strongest growth among major markets.
Along with the EU, Vietnam’s exports of fish cakes and surimi to China and Hong Kong are increasing significantly, up 46% compared to the same period last year.
Exports to Japan also increased strongly by 19% in 11 months of 2025, reaching over 30 million USD. With its “high standard-stable” market characteristics, Japan continues to be a suitable destination for businesses with the capacity to control quality and production standards and develop value-added product lines.
The competitive trends in the global fish cake and surimi market are shifting along three axes. One is convenient products (ready-to-eat, easy-to-use, and suitable for retail and HORECA). Second is consistent quality and stable supply (meeting longer-term contracts, reducing risk during market fluctuations). Third is standardized documentation—traceability—technical requirements (especially for the EU and demanding markets).
It is forecast that the EU and China & Hong Kong will continue to be growth drivers due to strong momentum in 2025. However, the requirements for standards and profiles (EU) and price competition/order pace (China) will be higher. Along with this, South Korea and Thailand still play an important role, but short-term fluctuations may be clearer depending on inventory levels and seasonality.