Today, consumers aren't just buying food — they're buying trust. Especially in demanding markets like Japan, factors such as product origin, supply chain transparency, and food safety have become decisive criteria.

According to the Nippon Food Shift Survey 2023, 78% of Japanese consumers prioritize supply chain transparency when choosing imported food. Additionally, 32.5% of respondents identified product origin as a key factor in their decision-making.

That’s why every IQF (Individually Quick Frozen) vegetable exported from Vietnam carries a meaningful journey — from clean farms to the hearts of discerning consumers.

Fromthe Soil — Farming Areas Are Critical

Vietnam produces over 14.8 million tons of vegetables annually, with key growing regions like Lam Dong, Tien Giang, and Dong Thap accounting for more than 60% of the country’s total export volume.

Farms supplying IQF produce follow cooperative models certified with VietGAP or GlobalGAP standards. Daily farming logs enable strict monitoring of pesticide and chemical residues. Moreover, area code registration for traceability is mandatory for high-standard markets like Japan, allowing every batch to be tracked back to its origin.

This transformation and standardization not only ensure international compliance but also help increase farmers' incomes by up to 25% per year, while contributing to sustainable local economic development.

Japan’s Standards as the Benchmark

In 2023, Japan imported approximately 338.9 million kilograms of IQF vegetables from global suppliers. Vietnam contributed 5.55 million kilograms, accounting for just 1.6% of Japan’s total imports. The market continues to be dominated by China (74%), followed by Ecuador (8.9%), Indonesia (2.4%), and the U.S. (0.2%).

For Vietnam, Japan is not only a major market — it’s a strategic destination. Of the 16.73 million kilograms of IQF vegetables exported by Vietnam in 2023, 6.97 million kilograms — more than 40% — were shipped to Japan. This underscores Japan’s significance, both in size and in its strict quality and technical requirements.

Although Vietnam’s current market share in Japan is modest, the growth potential remains substantial. With shifting global supply chains, geographical advantages, competitive costs, and improving production capabilities, Vietnam is well-positioned to increase its presence in the Japanese IQF market in the coming years.

Japan enforces some of the world's strictest microbial standards:

• TPC                                          Max 10 000 cfu/g
• Yeast and Mould                        Max 1000 cfu/g
• Coliform:                                    Max 10 cfu/g
• E.Coli                                        <10 cfu/g

At Kanematsu, we don’t see these as challenges — we see them as the toughest tests, and the very motivation driving us to consistently improve the quality of Vietnamese agricultural exports.

Each IQF vegetable we export is not just a product — it’s a story of care and transparency, a safe and smart choice, a commitment to health. It is a bridge connecting Vietnam’s farming regions to the world’s most quality-conscious consumers.

From Vietnam, We Go Far — with Real Quality

In 2023, Vietnam exported 6.97 million kilograms of IQF vegetables to Japan, accounting for over 40% of its total IQF exports. With an industry growth rate of 27% in 2024 and a projected increase of 12–15% in 2025, IQF exports to Japan are expected to reach 8.86 million kilograms in 2024 and 10.19 million kilograms in 2025. This could increase Vietnam’s market share in Japan to 42–46%.

The journey from clean farms to discerning tables is never easy. But at Kanematsu, we believe that meticulous attention to even the smallest detail is the shortest path to long-term success. Vietnamese IQF vegetables truly deserve a place on the plates of even the most selective customers.

This is not just a story of production or technology — it is a story of trust: in genuine quality, in sustainability, and in lasting partnerships.

The freshness you can taste, the quality you can trust-

Source:

• Market Updates for Japan’s Frozen Food Industry USDA Japan
• Product affordability and local origins are key food purchase drivers for Japanese consumers – government data
• Agriculture in Vietnam - Wikipedia
• Vietnam's Fruit and Vegetable Production and Export Situation: A Bright Spot in Durian Export - B-Company
• Efficiency of Exporting Vietnamese Vegetables to Japan Market | FFTC Agricultural Policy Platform (FFTC-AP)
• Japan Vegetables, frozen, nes imports by country | 2023 | Data
• TTWTO VCCI - Agro-forestry-aquatic product exports see ample room for growth in 2025