Lam Dong dragon fruit adapts to challenges, moves toward sustainable export

rom market challenges, strict standards, and fierce competition, the Lam Dong dragon fruit industry has been adapting, innovating production, diversifying products, and expanding distribution channels. These proactive efforts are helping the fruit reach further and reaffirm its position on Vietnam’s agricultural export map. According to Dang Phuc Nguyen (General Secretary of the Vietnam Fruit and Vegetable Association) before 2022, China accounted for 80-90% of Vietnam’s dragon fruit exports. But China has now expanded its cultivation area to 60,000-70,000 hectares, creating direct competition and reducing export turnover from over USD 1 billion to about USD 500 million.India, once a highly expected market, has also quickly developed about 50,000 hectares of dragon fruit. It is forecasted to become self-sufficient in the next few years, significantly narrowing its import demand from Vietnam. “The near ‘monopoly advantage’ no longer exists. If we don’t change, we will lose the market,” Nguyen stressed.

Transformation to maintain export markets

Processed products from dragon fruit currently account for a small proportion, unable to compensate when fresh exports face difficulties. Some enterprises in Lam Dong have pioneered dried and frozen products, but production scale remains limited. “The more intense the competition, the more we must improve quality, from production, design, to packaging. If we relax, we will lose everything we’ve built,” Nguyen said. The decline in export turnover over the past two years shows that the industry needs to shift its mindset toward professional, modern production that ensures traceability and meets international standards.

Potential from deep processing and green trends

Although it has fallen to second place after durian, Lam Dong dragon fruit still brings about half a billion USD in annual export value, proving its importance in Vietnam’s agricultural exports. With large cultivation areas, long farming experience, and adaptability, the fruit still holds great potential if reorganized sustainably. The global green and sustainable consumption trend, especially in the EU, US, Japan, and South Korea, creates huge opportunities. Vietnam’s dragon fruit can expand its market share, provided it strictly complies with food safety and traceability requirements.

At the same time, deep processing is considered an inevitable path. Diversifying into beverages, dried fruit, wine, confectionery, cosmetics, or supplements will reduce dependence on fresh fruit. Some Lam Dong cooperatives have piloted supermarket distribution, joined OCOP, and exported to Japan and South Korea. Scaling up this model will strengthen international standing.

Linking cultivation zones with national branding

Building standardized cultivation areas and linking farmers, businesses, and associations with a national brand is vital. In fact, many shipments have been delayed due to missing cultivation codes or unmet quarantine requirements valuable lessons on professionalism and transparency throughout the value chain. According to Lam Dong’s Department of Industry and Trade, the province supports enterprises in promoting products at international fairs, organizing trade missions under the national trade promotion program, and developing agricultural tourism tied to OCOP products. These measures align with the Sustainable Dragon Fruit Development Plan to 2030, expanding markets to South Asia, the Middle East, and FTA countries. With the ambition to build a “star export” brand, Lam Dong dragon fruit is well-positioned to become a symbol of Vietnam’s agricultural transformation toward green and sustainable growth.