Irish beef has been served in Vietnam for the first time, marking an important step for Ireland’s food sector and creating fresh opportunities for farmers, exporters and hospitality businesses. The milestone comes after Vietnamese market access opened to Irish beef exports in January 2026.
Vietnam was identified as a priority growth market by Ireland in 2017. With a population of more than 100 million people, rising consumer spending and an expanding middle class, the country represents a significant opportunity for premium Irish food products.
Irish beef introduced to Vietnam’s foodservice sector
This week in Ho Chi Minh City, Bord Bia officially introduced Irish beef to Vietnamese buyers and food professionals. The launch included a butchery demonstration hosted with John Stone Fine Foods, followed by a tasting of Irish grass-fed beef for Vietnamese chefs, restaurant owners, distributors and members of the media.
The event highlighted the qualities that distinguish Irish beef in international markets, including its grass-fed production systems, traceability and reputation for consistent quality. The introduction also gives Vietnamese hospitality businesses an opportunity to explore Irish beef across a broader range of dishes and dining formats.
Ronan Cunniffe, deputy head of mission at the Embassy of Ireland in Vietnam, described the market opening as a new chapter in Ireland-Vietnam trade relations. The development coincides with 30 years of diplomatic ties between the two countries and follows collaboration between authorities, industry organisations and businesses in both markets.
Demand extends beyond premium steak cuts
While premium steaks are expected to appeal to upscale restaurants, Bord Bia research indicates that Vietnamese consumers use a wide variety of beef products. Demand is present across hotels and restaurants, foodservice operations, retail outlets and home cooking.
This wider interest could create opportunities for Irish exporters beyond high-end dining. It may also support different product formats suited to Vietnamese cooking styles, restaurant menus and retail needs.
In May 2026, Bord Bia published a Beef Market Entry Guide for Vietnam. The guide examines consumer behaviour, competition and possible routes to market, while identifying the country’s growing foodservice industry as a particularly promising area for premium Irish beef.
Why Vietnam matters to Ireland’s food industry
Vietnam’s foodservice sector has grown substantially and is estimated to include between 350,000 and 400,000 hotels, restaurants and cafés. According to Bord Bia Southeast Asia manager Lorna Allen, demand for imported beef is being supported by the expansion of premium dining concepts.
For Irish producers, the new access offers a chance to build relationships with distributors, chefs and restaurant groups while strengthening the international profile of Irish agriculture. For Vietnamese consumers, it introduces a new source of grass-fed beef with a strong food-safety and provenance story.
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The first serving of Irish beef in Vietnam is more than a promotional event: it is a practical sign of expanding trade and international interest in Irish produce. As the market develops, Irish exporters will be watching how chefs, restaurants, retailers and consumers respond to the product.
Key takeaway: Irish beef has entered Vietnam at a promising moment, giving Ireland’s beef sector a valuable foothold in one of Southeast Asia’s growing food and hospitality markets.
Article/Image Courtesy: Hospitality Ireland
