What Should Vietnamese Enterprises Prepare to Penetrate and Expand Exports to the Japanese Market?

Japan, with a population of over 120 million and an increasingly high import demand, is becoming one of the strategic export markets that Vietnamese enterprises cannot overlook. However, this is also a market renowned for its stringent quality requirements, technical standards, and distinctive business culture. From the perspective of trade promotion and international market analysis, this article clarifies the requirements, opportunities, and recommended actions for Vietnamese businesses.

Overview of the Market and Vietnam-Japan Trade Relations
According to 2024 data, total bilateral trade between Vietnam and Japan reached USD 46.23 billion, up 2.78% from the previous year. Vietnam’s exports to Japan amounted to USD 24.61 billion, with key export categories including:

  • Textiles and footwear
  • Machinery, equipment, and vehicles
  • Wood and plastic products
  • Agricultural products (coffee, cashew nuts, tropical vegetables)

Especially since the enforcement of CPTPP, VJEPA, and RCEP agreements, export turnover to Japan has continued to rise strongly.

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Japan’s Strict Market Requirements

  1. Quality Standards and Technical Regulations:
    Japanese consumers highly value product durability, safety, and origin. Certifications like MSC, ASC, FSC, as well as demands for organic food, natural cosmetics, and products for the elderly, are stringently applied.
  2. Unique Consumer Culture:
    Japanese customers are conservative but place great emphasis on brand reputation, favoring socially responsible and eco-friendly products. Success in this market requires businesses to develop their brand image methodically and maintain long-term partnerships.
  3. Stringent Distributor Partner Requirements:
    For example, AEON requires:

At least 5 years of export experience

  • Ownership of internationally certified factories
  • Transparent financial reporting
  • Strict compliance with codes of conduct on labor, environment, and business ethics
  • Opportunities and Market Expansion Trends

In addition to traditional items, new opportunities are opening up for:

  • Organic, clean food products
  • Eco-friendly, sustainable goods
  • E-commerce channels (Rakuten, Amazon Japan)

Textiles and footwear remain leading industries with a 17.2% market share, second only to China. Agricultural products also hold significant potential, with growing demand for coffee, cashew nuts, and tropical vegetables.

Action Plan for Vietnamese Enterprises

Upgrade Product Quality:

  • Invest in factories meeting Japanese standards
  • Apply international certifications (MSC, ASC, FSC, HACCP…)
  • Ensure transparency in production processes and traceability

Understand Japanese Business Culture:

  • Be persistent, trustworthy, and punctual
  • Focus on building long-term partnerships over short-term negotiations
  • Effectively Leverage FTAs:
  • Especially CPTPP, VJEPA, and RCEP with deep tariff incentives

Japan is a high-potential but highly challenging market. Vietnamese businesses must shift their mindset, invest seriously in product quality, and develop strategic, long-term partnerships. Opportunities from FTAs and green consumption trends are opening significant room for growth if businesses can seize them in time.

Author: Import-Export Market AnalystVietTradeHubJune 26, 2025

 

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