CanCham Vietnam was pleased to facilitate a series of meetings, business visits, and connections during the Nova Scotia Ministerial Mission to Vietnam, held on September 8–9, 2026, bringing representatives from the Government of Nova Scotia’s Departments of Fisheries and Aquaculture and Agriculture together with Vietnamese businesses and industry stakeholders.
The delegation included the Deputy Minister, Executive Director, and Market Development Officer from the Nova Scotia Department of Fisheries and Aquaculture.
The mission gave the delegation a closer look at Vietnam’s evolving food, retail, seafood, and foodservice landscape, while exploring opportunities further to strengthen commercial connections between Nova Scotia and Vietnam.
Exploring Vietnam’s Food, Retail & Foodservice Landscape
As part of the mission, CanCham facilitated meetings and visits with MM Mega Market Vietnam, Hand & Hand Co., Ltd., the Restaurant Association of Vietnam (RAV), and Royal Seafood.
Each visit offered a different perspective on Vietnam’s food and agricultural value chain, while giving the delegation a chance to learn directly from local businesses about their operations, capabilities, market experience, and potential areas for collaboration.
At MM Mega Market Vietnam, the delegation had the opportunity to take a closer look at how different product categories and sections are managed within a large-scale supermarket, gaining first-hand insight into the retail environment, product presentation, customer preferences, and the opportunities available for international food and agricultural products in Vietnam.
The visit to Hand & Hand Co., Ltd. provided another perspective, with the delegation learning more about the company’s fruit processing and distribution activities, including how fresh produce is handled and brought through the supply chain to reach customers in Vietnam. The discussions also opened up conversations around how Nova Scotia’s agricultural products, including its well-known premium apples, could potentially connect with local distribution and market channels.
With the Restaurant Association of Vietnam (RAV), the conversation focused on Vietnam’s growing food and beverage sector and the role of restaurants and foodservice businesses in creating new opportunities for international products. The delegation had the chance to learn more about RAV’s activities and network, while exploring how Nova Scotia’s seafood and agricultural strengths could align with the interests and needs of Vietnam’s F&B industry.
A highlight of the mission was also a welcome reception hosted by Royal Seafood, bringing together the Nova Scotia delegation and local business partners in a warm and informal setting. The reception provided an additional opportunity to exchange perspectives, strengthen relationships, and continue conversations around potential business cooperation between Nova Scotia and Vietnam.
Together, these visits gave the delegation a more practical understanding of how products move through Vietnam’s retail, distribution, processing, and foodservice channels, while allowing participating Vietnamese businesses to learn more about Nova Scotia’s products and capabilities.
Opportunities for Nova Scotia Seafood & Agricultural Products
Vietnam is already an important market for Nova Scotia seafood. In 2025, Nova Scotia’s seafood exports to Vietnam reached approximately CAD 48 million, following a 145% increase, making Vietnam the province’s seventh-largest seafood export market. Snow crab was the province’s largest seafood export to Vietnam, valued at around CAD 35 million, followed by lobster at approximately CAD 8 million.
More broadly, Vietnam imported US$61 million worth of Canadian seafood in 2025, up from US$49 million in 2024 and US$44 million in 2023, according to Vietnam Customs data. The growth has been driven by increasing demand for Canadian lobster, snow crab, oysters, and other seafood products.
Building on this momentum, the mission explored opportunities to further expand the presence of Nova Scotia products in Vietnam, particularly in seafood, agriculture, and premium food products.
Discussions touched on opportunities for products such as high-quality seafood, fresh and frozen products, processed food products, agricultural products, and premium Nova Scotia apples, as well as opportunities across retail, foodservice, distribution, and promotional channels.
The conversations also highlighted the importance of understanding local market conditions and working closely with Vietnamese importers, distributors, retailers, foodservice operators, and industry partners to develop sustainable market opportunities.
Sharing Nova Scotia’s Story with Vietnamese Media
The mission also provided an opportunity for the Nova Scotia delegation to share their perspectives on the Vietnamese market with local media.
During the visit, the Deputy Minister was interviewed by VnExpress for an article exploring the growing demand for Canadian seafood in Vietnam and the opportunities for Nova Scotia to further develop the market. The article highlighted Vietnam’s growing imports of Canadian seafood and the increasing presence of Canadian lobster and snow crab across the Vietnamese market.
Read the full VnExpress article: “Canadian seafood imports surge 40% as lobster, snow crab gain favor in Vietnam” >>
Connecting the Right People
For CanCham Vietnam, facilitating these connections is an important part of our work to support Canadian businesses and provincial partners looking to better understand the Vietnamese market and build meaningful local partnerships.
By bringing Canadian and Vietnamese businesses together, we aim to create opportunities not only for individual commercial discussions, but also for both sides to exchange market knowledge, understand each other’s capabilities, and identify practical ways to work together.
The mission was also supported by the Trade Commissioner Team at the Consulate General of Canada, whose collaboration helped bring Nova Scotia and Vietnamese businesses together and explore further partnership opportunities.
We look forward to seeing the conversations and connections from this mission develop into new business opportunities and stronger Canada–Vietnam trade relationships – helping bring more Canadian products to Vietnamese shelves, tables, and menus.