Chance to win a round-trip air ticket between Vietnam and Australia by eating Vietnamese lychee

According to the Vietnam Trade Office in Australia, large quantities of high quality Vietnamese lychees have arrived in Australia. However, Vietnamese lychees are at a disadvantage in the Australian market due to the highest Australian lychee production recorded in recent years. According to Mr. Derek Foley, President of the Australian Lychee Association, Australian lychee production soared in 2023 with a growth rate of 40%. Most notably, a late season of lychee was caused by the weather but ultimately ended in a bountiful harvest.

Additionally, Chinese lychee has arrived in Australia before the Vietnamese lychee at a competitive price rate. On the other hand, the Australian market's purchasing power has decreased due to a surge in housing prices in Australia.

In response to these challenges, the Vietnam Trade Office in Australia has coordinated to implement trade promotion activities for Vietnamese lychee in Australia. Namely, the promotion of Vietnamese lychee fruit on online platforms frequented by many online users; the promotion of tourism, convalescence, health care, advanced aesthetics in Vietnam.

Two online platforms DirectFlights and Ezy Healthcare have cooperated to support the promotion and campaigning of Vietnamese lychee consumption in the Australian market and related countries under the unit's management. Additionally, the companies have coordinated with the Vietnam Trade Office in Australia to attract tourists to resorts in Vietnam that combines health and beauty care.

Most notably, Direct Flights and Ezy Healthcare have agreed to sponsor a round-trip air ticket between Australia and Vietnam via lucky draw to promote consumption of Vietnamese lychee.

In addition, the Vietnam Trade Office in Australia has actively promoted the image of Vietnamese lychee through its own channels; sent promotional materials to various associations and exporters before the lychee season.

After realizing that Australian lychee importers were hesitant to import from Vietnam due to favorable lychee season in Australia, the Vietnam Trade Office in Australia have campaigned and committed to accompany Australian importers since April 2023. Thanks to the dedication of several importers such as 4waysfresh, Bato Ausales among many others, Vietnamese lychees still landed in the Australian market this year.

High quality Vietnamese lychees imported into Australia by air have been priced at between 400,000 and 500,000 VND per kilogram. On the other hand, Vietnamese lychee exports by sea have recently passed customs clearance and was subsequently distributed in many states with the selling price of approximately 260,000 VND per kilogram.

Thanks to the trade promotion and advertising efforts of the Vietnam Trade Office in Australia in collaboration with its partners, Vietnamese lychee, from an unbranded and low-quality product, was able to reach the Australian consumers within the last three years. Additionally, Vietnamese lychees have been favored by importers for its brand and high quality.

However, in the face of increasingly fierce competition from Australian and other foreign lychees, drastic improvements are necessary to help Vietnamese lychees develop in the Australian market.

These improvements include: build a production area label on each box of lychees to identify the brand as well as manage the consistency of quality; coordinate in building a brand of Vietnamese grade 1 (Premium) lychee in Australia to strengthen its quality and develop the market; reinforce the lychee cartons so that they are not damaged or flattened during transportation; prioritize bringing lychee to the Australian market; promote coordination between lychee production areas and the Trade Office to organize the annual lychee sampling festival in Australia; establish policies in lychee production areas to affirm the quality of Vietnamese lychees in fastidious markets; promote the processing of canned lychees, dried lychees, and non-alcoholic lychee cocktails (following the trend of non-alcoholic cocktails in Australia).

In addition to Australia, Vietnam's famous Luc Ngan lychee was exported to the Thai market for the first time on June 30, 2017 after many efforts in promoting exports. Additionally, the export of Vietnamese lychee has received the attention and active support from Thai consumers shopping at the Tops supermarket chain and Tops Food Hall.

The famous Vietnamese lychee is officially displayed on the shelves at the Tops Food Hall supermarket system to consumers in Bangkok city, Thailand. The selling price of this product is 259 baht per box, which is equivalent to 173,000 VND per kilogram.