During the Lunar New Year, many Vietnamese people visit temples to pray for happiness and prosperity in the year ahead. When I visited Nom Pagoda in Hung Yen Province, just outside Hanoi in February, I observed a school of colorful carp swimming in the pond within the temple grounds. The vibrant fish, enhancing the serene atmosphere of the traditional architecture, appeared to symbolize the increasing popularity of carp in Vietnam in recent years.

[Figure 1] Chua Nom Temple

Imports of Japanese freshwater ornamental fish have surged tenfold over the past decade.

Carp farming in Vietnam began in the 1980s, with domestically produced carp gradually being distributed. The cultural significance of carp is that they are considered auspicious creatures symbolizing “strength,” “perseverance,” and “success,” much like in China and Japan. In particular, the story of a carp crossing the Dragon’s Gate to become a dragon is widely known, which has led to the creation of ponds in Buddhist temples and private homes.

According to the Japanese Ministry of Finance’s trade statistics (HS030111), the value of freshwater ornamental fish exports from Japan to Vietnam has increased 15-fold over the past 10 years, rising from approximately 30 million yen in 2013 to around 450 million yen in 2023 (Figure 2).

[Figure 2] Export value of freshwater ornamental fish (Japan → Vietnam: million yen)

Carp farms are increasing in Hai Phong, while domestic carp breeding is also diversifying.

Aquaculture has also developed in the country, with around 40 carp farms concentrated in An Lao district, Hai Phong, covering a total area of 16.5ha [1]. While Japanese Nishikigoi can cost up to tens of millions of VND (equivalent to hundreds of thousands of yen) per fish, Vietnamese Nishikigoi have a wider price range, starting from just a few million VND, allowing them to penetrate a wider range of demographics [2]. In addition, the fact that they are resistant to disease and easy to raise is another reason why they are popular with beginners.

The garden pond culture among the wealthy is gaining more attention.

The popularity of carp extends beyond the demand for ornamental fish, also influencing the spatial design of residential and commercial facilities. Notably, the design of koi ponds in the gardens of villas in urban areas has been a long-standing trend, with construction costs ranging from 8 million VND to several hundred million VND.[3]

Carp show events are also becoming more common in Ho Chi Minh City. The Vietnam Carp Show, held in June 2023, had around 600 carp on display, and the judges were from Marudo Carp Farm, a Japanese pond fish farmer, making it a place where experts from Japan and Vietnam can come together [4].

Cultural affinity and diplomatic ties boost market expansion

Currently, most of the carp distributed in Vietnam are domestically produced, but Japanese carp hold brand value as a luxury item and have secured a steady demand. Additionally, Japanese cultural elements such as bonsai and origami have gained popularity in recent years, and the “Japanese aesthetic sense,” which includes carp, is gradually spreading. Vietnam and Japan have established a stable relationship not only economically but also culturally and diplomatically. This affinity is likely to support the growth of the ornamental fish business and culture-related exports in the future.

Expanding the market base by cultivating high-quality, mid-price products

Japanese Nishikigoi are likely to maintain their status as a luxury item for the wealthy. However, as the number of middle-class koi enthusiasts grows, a mid-priced model that leverages Japan’s breeding expertise will be crucial for the future. Even in the niche market of ornamental fish, Vietnam has already become an important cultural and economic partner for Japan. The Nishikigoi swimming peacefully in the pond subtly yet surely reflect the deepening of Japan-Vietnam relations.

[1] Source: Tepbac (fisheries-related media) ” Leveling up giant fish: Vietnamese carp ” (November 2022)

[2] Source: NonBo (Koi distributor/seller) ” Koi Knowledge: Koi origin, classification, meaning, how to raise, price ”

[3] Source: Saigon Pool Spa (pool and spa solutions company), ” How much does it cost to build a koi pond ?” (June 2023)

[4] Source: Tuoi Tre (Ho Chi Minh Communist Youth Union newspaper) ” About 600 carp participate in Miss Carp Contest ” (June 2023)

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