Rising Trend of “Imperial Delicacies” in Vietnam’s Tet Market

With the Lunar New Year (Tet) approaching, Vietnamese wholesale markets are filled with a variety of festive goods, including a particular dried vegetable imported from China. Marketed as “imperial delicacies,” these items are being sold at elevated prices.

Historically, “imperial delicacy” refers to unique and rare regional foods that were once exclusive to royalty. Recently, this label has become a popular marketing strategy to promote various local and imported food products.

As we near the end of 2024, the buzz around “imperial delicacies” is growing, especially in online wholesale platforms highlighting this Chinese dried vegetable.

In an online market boasting over 150,000 members, trader Ngo Thi Xuan has been selling these “imperial vegetables” for 270,000 VND per kilogram.

Xuan explained that these “imperial vegetables,” also known as sea celery or dried water dropwort, come from Jiangsu province in China. While available throughout the year, their popularity peaks during Tet, prompting traders like Xuan to boost their inventory.

This dried vegetable can easily be rehydrated in water, making it suitable for a wide array of dishes such as stir-fries, salads, and pickles. Its crunchy texture and unique fragrance have made it a preferred option for home cooks.

“Since mid-November, I’ve been importing 1-2 tons of this dried vegetable per shipment to fulfill wholesale orders,” Xuan mentioned.

However, for her last shipment, Xuan imported nearly 10 tons to prepare for the Tet festivities. She noted that as Tet nears, transportation from China often gets delayed, making early stocking crucial to maintain supply.

In a similar vein, wholesaler Phung Van Quang, located near the Lao Cai border, has been selling around 300 kilograms of these Chinese imperial vegetables daily since December began.

Quang sources both grade A and B products from China, priced between 250,000 and 275,000 VND per kilogram. He observed that demand flows not just from northern Vietnam but also from the south, with customers placing large holiday orders.

“During Tet, families increasingly opt for preserved foods, including this dried sea celery. My sales during the peak season are around 3-4 times higher than usual,” Quang shared. He pointed out that these dried vegetables can last for several months without spoiling.

In Vietnam, imperial vegetables are cultivated in regions such as Nam Dinh, Thanh Hoa, Nghe An, and Ha Tinh. However, consumers often find it difficult to tell apart the locally grown from the imported variations available in the market.

On average, retail prices for these dried vegetables range from 400,000 to 550,000 VND per kilogram, with products frequently sold in 200-500g bags or 0.5-1kg bundles.

Compared to other dried vegetable options, imperial vegetables are notably pricier. Many families view these products as luxury items, purchasing them not just for personal use but also as premium gifts during the Tet celebrations.