Irish beef served for the first time in Vietnam

Vietnam has been earmarked as a key market for Irish beef

Irish beef was served for the first time in Ho Chi Minh City, Vietnam, with a butchery demonstration with John Stone Fine Foods.

A new significant milestone for Ireland’s beef sector saw Irish beef served for the first time in Vietnam.

At the beginning of the year, Vietnamese market access opened to Irish beef exports. Vietnam was identified by Ireland as a priority growth market back in 2017.

Vietnam's expanding demand for imported beef, combined with a population of over 100 million consumers and a rapidly growing middle class, presents a strong long-term opportunity for Irish farmers and exporters. Beef consumption in Vietnam is forecast to grow by about 4.6% annually until 2028.

Bord Bia launched Irish beef to the Vietnamese market on October 5, with a butchery demonstration with John Stone Fine Foods, followed by a serving of Irish grass-fed beef to key Vietnamese chefs, restaurant owners, local distributors, and media.

At the launch, deputy head of mission at the Irish embassy in Vietnam Ronan Cunniffe said: "The opening of the Vietnamese market to Irish beef in January 2026 marks a new chapter in Ireland-Vietnam trade relations, coinciding with 30 years of diplomatic ties between the two countries.

"This achievement reflects years of collaboration between Irish and Vietnamese authorities, industry partners and businesses in both countries. As Ireland and Vietnam continue to strengthen our economic and agricultural ties, Vietnamese consumers can now enjoy Irish beef for the first time."

Vietnam provides a key destination for a variety of beef cuts extending beyond premium steak cuts, as Vietnamese consumers utilise a wide range of beef products across food service in hotels, restaurants and home cooking.

In May 2026, Bord Bia published its Beef Market Entry Guide for Vietnam, providing Irish exporters with comprehensive insights into Vietnam’s rapidly evolving beef market, including consumer trends, competitive dynamics and route-to-market opportunities.

The guide identified significant potential for premium Irish beef in Vietnam’s growing food service sector, where demand for high-quality, traceable and sustainably produced products continues to rise.

Bord Bia Southeast Asia manager, Lorna Allen, said: “The introduction of Irish beef into Vietnam comes at a time when consumer demand is increasingly outpacing domestic supply.

"Hotpot chains, together with Korean and Japanese barbecue restaurants, are among the largest consumers of imported beef, creating demand for premium beef cuts across the hospitality sector.

“Vietnam's food service sector has expanded significantly in recent years and now comprises an estimated 350,000 to 400,000 hotels, restaurants and cafe outlets. Demand for imported beef is being driven by a growing number of premium dining concepts. Ireland is ideally positioned to meet this demand.” 

Bord Bia welcomed a delegation of leading Vietnamese beef buyers to Ireland in August. Representing both premium foodservice and retail channels, the buyers visited Irish family farms, processing facilities and beef suppliers, gaining first-hand experience of Ireland's grass-based production systems, quality assurance standards and sustainability credentials.

The opening of the Vietnamese market follows several years of engagement between Irish and Vietnamese authorities and is supported by the EU-Vietnam free trade agreement, which provides Irish beef with tariff-free access to the market.