Highland Agri-Connect 2025 promotes sustainable regional sourcing and trade innovation through public–private dialogue and cross-border cooperation.
Executive Summary
From June 5 to 6, 2025, the ASEAN-Japan Centre (AJC) organized the Japan–CLV Agri Connect Dialogue in Gia Lai Province, Viet Nam, in collaboration with Vietnam Trade Promotion Agency, and Gia Lai Province Department of Trade and Industry. The programme brought together businesses, farmers, cooperatives, and government agencies from Cambodia, Lao PDR, Viet Nam, and Japan to promote sustainable cross-border collaboration in the agriculture sector for export, with Japan as the anchor market.
Objectives and Goals
- Strengthen regional agricultural cooperation among Cambodia, Lao PDR, and Viet Nam (CLV) with Japan.
- Facilitate knowledge sharing and technology transfer to support sustainable, high-quality agri-products.
- Create direct trade and investment linkages between local producers and Japanese partners.
Activities and Highlights
Business Forum – June 5
Theme: Export Promotion between Gia Lai Enterprises and Foreign Enterprises
- Attended by over 150 participants, including businesses and government officials from Japan, Lao PDR, Cambodia, and Viet Nam.
- Keynote speeches emphasized the importance of
- Modernizing agriculture through public-private partnerships,
- Strengthening regional collaboration for green agricultural supply chain
- Leveraging shared cultural, geographical and regional ties for market access
- Lecture by Japanese expert of market expectation, retailers’ trends, purchasing preference, behaviour was shared with businesses to gain insight for value-added products to Japan
- A high-level panel discussion titled “From Highlands to High Value: Unlocking CLV–Japan Agri Trade Opportunities” was conducted.
Key takeaways from the panel:
- Japanese market demands not just agricultural products, but value-added, distinctive, traceable goods and differentiation over low price
- The Cambodia, Lao PDR, Viet Nam highland region has strong potential for green and value-added agriculture, especially with regional certification.
- Effective cross-border collaboration and regional branding are key to accessing markets in Japan.
Site Visits and Product Evaluation (June 6)
- Cambodia-Japan-Lao delegates joined site visits to selected production areas and processing facilities.
- Feedback and discussion among participants at each facility on hygiene, packaging, traceability, and alignment with Japanese retail standards.
- Producers were receptive to advice and expressed strong interest in co-investment for quality upgrades.
Outcomes and Impact
- Increased Market Access:
- Local enterprises from Cambodia, Lao PDR and Viet Nam introduced products directly to Japanese buyers.
- Businesses expressed strong interest in developing private brands for Japan.
- Enhanced mutual understanding on Japanese retail requirement and market
- Improved understanding of retail buyer expectations, including labeling, shelf-life, and certification
- Bridging the Market Information Gap
- Helped both sides recognize each other’s needs and capabilities, setting the stage for follow-up trade deals.
- Positive coverage by Vietnamese media and endorsement by Ministry of Industry and Trade
Key Takeaways
- CLV can serve as a complementary sourcing region for Japanese retailers
- Japanese market entry requires commitment to quality, branding, and traceability.
- CLV countries should build on their existing cross-border cooperation to scale their regional competitiveness, especially with localized processing and contract farming.
- Regional branding and cross-border cooperation offer competitive advantages such as cost-effective, diversified supply chains
- Technical support and co-investment in processing, packaging, and certification are vital for scale
Way Forward and Engagement
The ASEAN-Japan Centre will continue supporting local producers and exporters in the CLV region to improve compliance with Japanese retail requirements. Further training on packaging, traceability, and private brand development is under consideration.
The AJC will also follow up with more local government and central government for more quality products to introduce to Japanese buyers.
For partnership or follow-up engagement for CLMV, please contact the Strategic Country Support team.
