Food Export–Northeast checked in with Roger Zhang of SMH International, Food Export’s long-time In-Market Representative for China and Hong Kong, as SMH expands its support of the Northeast fish and shellfish industry into the Southeast Asian markets of Indonesia, Malaysia, the Philippines, Thailand and Vietnam. We’ll learn more about the trends and opportunities in this burgeoning region.
1. Tell us a little bit about yourself. How long have you been serving as Food Export’s In-Market Representative? What’s your favorite Northeast seafood product?
I am one of the founders of SMH International, which was founded in 1993 and has been committed to promoting US agricultural products in mainland China and Hong Kong for 32 years. SMH has also promoted Northeast fish and shellfish in China and Hong Kong for nearly 20 years. I have been living in Malaysia for the last two years. SMH has an office in Ho Chi Minh City in Vietnam and are opening another one in Jakarta, Indonesia. We travel regularly throughout the region and are working with the USDA/FAS offices, and we have colleagues based in Thailand and the Philippines. I like fish and shellfish products from the Northeast very much and cook them as a treat for family and friends. I’ve learned lots of different interesting preparations through all the chef demonstrations we’ve hosted throughout the years!
Whenever I face a plate of delicious American lobster, oysters and scallops, I always have a magical feeling of talking to the ocean. These gifts from the deep sea are not only the enjoyment of the taste buds, but also a taste journey across regions and cultures. Their delicious taste hides the vastness and depth of the sea and contains the wisdom of human beings getting along with nature.
2. Food Export-Northeast started working with you in 2008 to promote Northeast U.S. fish and shellfish exports to China and Hong Kong. Can you tell us briefly some key steps you took to develop those markets back then?
In 2008, China was the host of the Olympic games, so there were many new hotels and businesses forming to welcome the influx of international visitors. At the same time, China’s economy was growing and U.S. food exports to China started to increase. We identified the potential for U.S. fish and shellfish and started the program to promote Northeast products.
In the beginning stage, the U.S. seafood market in China was limited. So, we thought about how to accurately target customers and help Chinese buyers understand our products; this was a critical first step.
Under Food Export-Northeast’s direction and support, we attended trade shows and organized trade seminars in top-tier cities like Shanghai, Beijing, and Hong Kong. We also nominated buyers to attend the Seafood Buyers Mission at the Seafood Expo North America in Boston each year so buyers could learn more about the products first-hand and meet suppliers.
As buyers grew to understand Northeast products and find them valuable offerings to their product portfolios, Chinese consumers grew to appreciate them as well.
I very much appreciate the Northeast fish and shellfish suppliers’ commitment to developing the market back then. They worked very actively to support the growth of the Chinese market for their products and show their commitment to the China and Hong Kong markets to the importers. They visited the markets for trade shows and trade missions. The mutual effort by U.S. suppliers and Chinese buyers was critical.
Over time, we launched additional products including American lobster products, conch and monkfish. We also branched out into second- and third-tier cities to expand knowledge and availability of Northeast fish and shellfish products. We continued to lead with trade education in those rapidly growing areas.
Once established, we developed partnerships to promote the products, supporting importers in growing their sales, both in foodservice and retail outlets. We were able to broaden the foodservice outlets utilizing lobster so that it wasn’t only fine dining restaurants serving lobster but across the spectrum, including fast food.
Then, online retail market opportunities like Alibaba and JD.com emerged creating opportunities to reach many more consumers. Before this time, American lobster was mostly eaten in a restaurant and now it could be enjoyed at home as well. With the growth of social media, it became very easy to teach consumers how to prepare delicious lobster dishes at home.
In China, we caught a pretty good opportunity and great timing and before long, China was the number one export market for live lobster.
Of course, we’ve hit bumpy times like the tariffs in 2018 and the pandemic, but we never give up. We adapt our strategies accordingly, stay connected to buyers and encourage them to continue purchasing U.S. products. Northeast fish and shellfish products have retained their popularity with Chinese buyers and consumers.
3. In 2025, Food Export asked you to expand your efforts to promote Northeast U.S. fish and shellfish into the Southeast Asian markets of Malaysia, Indonesia, the Philippines and Vietnam. While understanding each of these markets is unique, are there any lessons or tactics you learned from you seafood promotion work in China and Hong Kong that have been helpful as you start to develop these markets further?
It’s very exciting for me to have this opportunity to grow the market for Northeast fish and shellfish in Southeast Asia and utilize the accumulated marketing experience we have from China and Hong Kong in the Southeast Asian markets.
You know, when I was walking down the street recently in Ho Chi Minh City, Vietnam, the energy and potential growth there reminded me of my experience in China about 20 years ago. It was an amazing feeling and stirs my passion for this work. It’s like a second spring.
These same overall strategies of building on buyers’ knowledge of U.S. fish and shellfish products, connecting Southeast Asia buyers and suppliers, keeping US suppliers informed about emerging opportunities and seeding market development through promotions are all applicable for Southeast Asia. We have looked at each of the Southeast Asian countries, mapped out the opportunities and challenges and built a strategic approach to expand the imports of Northeast fish and shellfish in each unique market.
We are building our relationships with the trade there and translating Northeast fish and shellfish materials into Vietnamese. We’re also exploring participation in a foodservice promotion led by the USDA/FAS Post in Ho Chi Minh City for later this year.
The application of social media in Southeast Asia is high, especially platforms such as Facebook, Instagram and TikTok. We can drive sales through local key opinion leader (KOL) marketing and e-commerce.
4. Could you highlight one of these new markets and talk about the place that fish and shellfish play in that country’s cuisine? To what extent are fish and seafood eaten at home versus at a foodservice outlet?
The Southeast Asian seafood market occupies an important position in the global seafood trade, especially in Vietnam and Thailand. Vietnam is the largest seafood import market in the region with an overall population of 100 million people. Over fifty percent of the population is under the age of 35.
Vietnam’s economic development in recent years has been quite rapid. In the first quarter of 2025, the gross domestic product (GDP) increased by 6.93% year-on-year, setting a record high growth rate in the same period from 2020 to 2025.
The consumer market is full of vitality, and the retail sales of goods and services are strong. Calculated at current prices, the total retail sales of goods and consumer service revenue in the first quarter is expected to reach 1.7083 trillion VND (about US$65.44 million), a year-on-year increase of 9.9%. Excluding price factors, the actual growth is 7.5%.
Young people are the main consumer group, and they are highly receptive to emerging things such as e-commerce and live streaming. Vietnam’s tourism industry has performed well, receiving more than 17.5 million international tourists in 2024, a year-on-year increase of 40%. With the acceleration of urbanization, Vietnam’s urban population is expected to increase by 10 million in the next decade, and more people will adapt to the fast-paced urban life. It is expected that by 2030, Vietnam’s urbanization rate will reach 50%, bringing huge consumer market potential. At the same time, the size of the middle class will increase by about 23.2 million in 2030, reaching about 56 million people, becoming one of the fastest growing countries in the world. With the rise of the middle class, demand for retail and luxury goods will increase significantly.
In addition, Vietnam is a country with rich marine resources, and fish and shellfish occupy a very important position in Vietnamese food culture. Seafood is not only an important part of daily diet, but also a key ingredient for many traditional dishes. The coastal areas of Vietnam are particularly dependent on seafood, with rich varieties of fish, shrimp, crabs and shellfish, which are deeply loved by local residents.
In Vietnam, fish and seafood are widely seen on family tables and also enter the catering industry in large quantities. According to market observations in recent years, Vietnamese consumers have a high proportion of cooking seafood at home, especially in coastal and central areas, where fresh fish and shellfish are often included in family meals. At the same time, with the process of urbanization and the development of the catering industry, more and more Vietnamese consumers have begun to frequently enjoy seafood in restaurants, seafood markets and roadside stalls, especially in large cities such as Hanoi and Ho Chi Minh City, where seafood restaurants and restaurants are doing a booming business and there are a variety of seafood dishes.
I see opportunities for a range of Northeast fish and shellfish products. Live American lobster is the flagship product – highly recognized and popular. Frozen lobster has some appeal for the young generation to buy and prepare more easily at home. Nightlife is very colorful in Vietnam and oyster bars are common. American oysters may have some opportunities with the distinct flavors imparted by the cold Atlantic waters. Jonah crab would be another great addition to bar menus and summer parties among the young generation. It’s important that we find ways to integrate Northeast products into the lifestyles of Vietnamese young people who like to have fun and be healthy.
5. How can seafood suppliers best support their Southeast Asia importers, once relationships are established?
I recommend U.S. suppliers can support their Southeast Asian importers through these four pillars:
a. Supply high-quality and differentiated products to ensure stable supply: prioritize importers’ order needs, avoid out-of-stock problems, and build long-term trust.
Highlight product advantages: clarify the differentiated selling points of American seafood, and provide data support (such as nutritional ingredients, traceability information). Be willing to customize products such as processing methods or packaging specifications to target market preference (such as those suitable for retail or foodservice channels).
b. Support joint in-country marketing activities: such as advertising (such as social media, industry magazines, local advertising); marketing materials (high-resolution product photos, videos, recipes, consumer education content etc.); promotional activities (tastings, chef competitions, seafood festivals) and brand cooperation (allow importers to use suppliers’ brand resources, such as official logos, to enhance market recognition.
c. Assist in sales and channel optimization: publicity, designing promotion plans, share local market insights to help importers expand new channels and supporting social media activities.
d. Provide education and training on Northeast fish and shellfish (i.e., variety characteristics, cooking methods, supply chain stories, trends) for importers’ sales teams.
This is a fascinating region set for growth. We look forward to working with Northeast suppliers to tap all the opportunities this dynamic region offers.
Would you like personalized insight into the Southeast Asia markets? Try a Virtual Consultation with Roger and his team where you can ask your market-specific questions. Ready to explore the market further? Receive detailed, customized market research and introductions to key importers through the Market Builder service