US goods gain shelf space in Vietnamese retail: 9-month imports from the US reach US$17.4 billion as MM Mega Market launches Taste of USA 2026

On 9 November 2026, MM Mega Market Vietnam, together with the US Department of Agriculture (USDA) and the US Consulate General in Ho Chi Minh City, launched "Taste of USA 2026" at MM Mega Market An Phu. The programme runs from 12 to 25 November at 12 MM Mega Market centres nationwide and features more than 450 US products. The event reflects a clear trend: American goods, especially farm products and food, are taking up more space in Vietnam's retail channels.

Vietnam is the seventh-largest market for US farm goods

US Deputy Secretary of Agriculture Stephen Alexander Vaden said Vietnam is the seventh-largest export market for US agricultural products. According to the USDA, US exports of agricultural and related products to Vietnam reached nearly US$5.6 billion in 2025, up 38% from the previous year.

Customs data cited by VnExpress show that in the first nine months of 2026 Vietnam imported US$17.4 billion of goods from the US, up about 14%. Imports of US fruit and vegetables rose from US$461 million to US$572 million, and soybeans from US$352 million to US$424 million. Computers, electronics and components remained the largest group at about US$5.32 billion.

Friendlier prices for many items

For consumers, the good news is that some US products are cheaper. According to VnExpress, US nectarines cost about 15–20% less than a year earlier and US apples about 5–10% less; VietnamPlus and Bnews report US grapes falling from VND189,000 to VND139,000 per kg. According to Tuoi Tre, a range of US imports have had tariffs cut to low levels, even 0%. On the other hand, US walnuts rose more than 20%.

Retailers and Vietnamese suppliers both benefit

Nguyen Duc Toan, CEO of MM Mega Market Vietnam, said the chain sells nearly 500 US-origin products. Trade runs both ways: according to Tuoi Tre, of the roughly 1,500 suppliers working with MM Mega Market, about 250 export directly, and about 25 partners export directly to the US.

Rising imports of US farm goods give consumers more choice and help make bilateral trade more balanced, creating a better footing for Vietnamese goods to reach the US market.

Key takeaways

• Taste of USA 2026 runs 12–25 November at 12 MM Mega Market centres with more than 450 US products.
• In 9M 2026, Vietnam imported US$17.4 billion of goods from the US, up about 14%; US fruit, vegetables and soybeans all rose.
• Several US fruits are cheaper year on year, and the retailer also serves as a channel for Vietnamese goods to the US.