Irish beef served in Vietnam for first time
Irish beef is now on the menu in Vietnamese restaurants for the the first time.
Bord Bia launched Irish beef to the Vietnamese market with a butchery demonstration in Ho Chi Minh City, with Irish grass-fed beef served to key Vietnamese chefs, restaurant owners, local distributors, and media.
The Irish food board first identified Vietnam as a priority growth market for Irish food and drink exports back in 2017 but it was not until the beginning of 2026 that Vietnamese market access opened to Irish beef exports.
According to Bord Bia, Vietnam's expanding demand for imported beef, combined with a population of more than 100 million consumers and a rapidly growing middle class, presents a strong long-term opportunity for Irish farmers and exporters.
At the launch, deputy head of mission at Embassy of Ireland 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."
Research undertaken by Bord Bia shows Vietnamese consumers utilise a wide range of beef products across foodservice, in hotels and restaurants, as well as in the retail sector for 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 foodservice sector, where demand for high-quality, traceable and sustainably produced products continues to rise.
Consumer demand
Bord Bia South-east 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 foodservice sector has expanded significantly in recent years and now comprises an estimated 350,000 to 400,000 hotels, restaurants and café outlets.”
Allen added that demand for imported beef is being driven by a growing number of premium dining concepts, with Ireland "ideally positioned" to meet this demand.”
Buyers
In August 2026, Bord Bia welcomed a delegation of leading Vietnamese beef buyers to Ireland.
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 Irish food board stated that the opening of the Vietnamese market to Irish beef follows "years of engagement" between Irish and Vietnamese authorities.
It is also supported by the EU-Vietnam Free Trade Agreement, which provides Irish beef with tariff-free access to the market.
Ireland's grass-based production systems, "rigorous" quality assurance standards and internationally recognised sustainability credentials "position Irish beef strongly within Vietnam's growing premium imported beef segment", Bord Bia said.
