Opening the door to the Japanese market.

(GLO) - Not only is Japan considered a highly potential export market for Gia Lai province, but it is also a rigorous benchmark for the value of agricultural products. Conquering this market means that products are ready to expand globally.

For agricultural products from Gia Lai , especially the western region, standards and transparency are becoming crucial requirements for sustainable export.

With its characteristic agriculture on red basalt soil, the agriculture of western Gia Lai boasts many high-value economic products (coffee, pepper, macadamia nuts, cashew nuts, honey, fruits, etc.). In particular, many products have established brands and reached national and international levels, such as L'amant Café - a National Brand; and 5-star OCOP products like Phuong Di Honey, Le Chi Organic Pepper, Dak Yang Honey Coffee, Dak Yang Fine Robusta Coffee… The ecosystem of 3-4 star OCOP products also contributes to laying the foundation for a strategy to enhance the value of agricultural products and expand export markets.

Strict but stable and full of potential

Notably, many large businesses in Gia Lai have invested systematically, from organic raw material areas to modern processing plants. For example, Vinh Hiep Co., Ltd. (An Phu ward), with its L'amant Café brand, now exports to many major markets such as the US, Canada, South Korea, and China…

A delegation of Japanese businesses visits the coffee processing plant of Vinh Hiep Co., Ltd. Photo: Vu Thao.

Ms. Tran Thi Lan Anh, Deputy Director of Vinh Hiep Co., Ltd., shared: “After preliminary surveys, Vinh Hiep recognized a great opportunity to continue bringing finished products to conquer the Japanese market. Japanese consumers buy goods with trust, responsibility, and a story associated with the product. Businesses wanting a long-term presence in this market must demonstrate the transparency of their products from raw material sourcing to production, environmental protection, social responsibility, and traceability. This is a fundamental standard that cannot be negotiated or adjusted.”

At a business networking event between Japanese companies and Gia Lai province in June 2025, Mr. Jiro Nagura, Advisor to the Japan National Supermarket Association, pointed out that three core factors determine consumer behavior in Japan: food safety, clear packaging and labeling, and transparent information about origin. Japanese consumers pay close attention to small details in the production process, standard certifications, and are particularly attracted to products that reflect regional identity. For an agricultural product to gain a foothold in Japan, it's not enough to simply meet the already stringent organic standards; it's also crucial to build a brand and unique identity for each product.

Commenting on the prospects for cooperation, Deputy Director of the Department of Industry and Trade Nguyen Duy Loc said: "In June 2025, the Department organized a meeting for Japanese partner businesses to directly survey several agricultural processing facilities in the province, such as cashew nuts, honey, and coffee from Vinh Hiep, BaKa, Phuong Di, and Hai Binh... Through the assessment, the Japanese side noted the positive transformation from raw production to deep processing, increasing value and meeting the requirements of finished products for Japanese consumers."

“Entering the Japanese market is not just a goal, but also a ‘measure’ to enhance the value of Gia Lai's agricultural products, a gateway to the world. In its strategic orientation, the province identifies this as a key market with high stability, suitable for the province's strong products. Besides improving product quality, producers need to fully meet international standards and ensure transparency throughout the entire supply chain from cultivation to processing, packaging, and traceability to meet the requirements of this market,” Mr. Loc added.

A long-term, integrated strategy is needed.

Currently, Vinh Hiep's organic coffee products have been exported to Japan; Phuong Di honey, Dak Yang coffee, and Le Chi organic pepper have also had samples displayed at a Japanese distribution system. According to businesses, exporting as finished products yields significantly higher value than exporting as raw materials, and establishing a strong market in Japan could enhance the brand value of Gia Lai's agricultural products.

Besides large enterprises, many cooperatives and small production facilities in Gia Lai are also gradually approaching the Japanese market, with a proactive and serious attitude towards standardizing processes.

Coffee is one of the commodities that Japanese partners are interested in connecting with for consumption. Photo: Vu Thao

Mr. Nguyen Tan Cong, Director of Nam Yang Agricultural and Service Cooperative (Kon Gang commune), said that the cooperative is currently preparing 200-300 tons of pepper to export its first order to Japan at the end of the year. “During the process of approaching partners, we promote our products focusing on local cultural values. This is the production link between indigenous varieties, organic farming, and brand building from a region deeply connected to pepper and coffee, now reaching the market with humanistic stories and sustainable values,” Mr. Cong expressed.

Similarly, Phuong Di Bee Honey Cooperative (Gao commune) is also actively investing to meet the criteria of the Japanese side. Ms. Tran Thi Hoang Anh, Director of the Cooperative, said: “After directly inspecting the production factory, the Japanese partner requested that products exported to this market must be the final product, with diverse designs and suitable for the consumption habits of Japanese people. Therefore, we have invested in modern machinery such as an automatic bottling line, a vacuum moisture separator (a device used to reduce moisture in honey by creating a vacuum environment, allowing water to evaporate at low temperatures without affecting the quality of the honey), and at the same time designed specific packaging for the restaurant and hotel segment.”

Despite many positive signs, Gia Lai needs a more comprehensive strategy to build sustainable export capacity to the Japanese market in particular and the international market in general.

Mr. Thai Nhu Hiep, Vice President of the Vietnam Coffee and Cocoa Association, stated that while some businesses and cooperatives in Gia Lai province have made efforts to achieve international organic standards, overall, the standardized raw material areas are still insufficient to support sustainable exports. Therefore, in the long term, a comprehensive strategy is needed to form a complete organic production ecosystem, encompassing everything from planting area planning, human resource training, standardized cultivation techniques, value chain development, product certification, and traceability. This should be coupled with preferential credit policies, support for machinery and equipment, and access to advanced technology to enhance competitiveness.

Source: https://baogialai.com.vn/mo-cua-vao-thi-truong-nhat-ban-post562435.html