Vietnam’s Incense Stick Exports Rise as Global Demand Surges

Vietnam has long been celebrated for its deep cultural heritage, and one of the most symbolic expressions of that tradition lies in its incense industry. From spiritual rituals to modern export markets, incense sticks Vietnam has evolved from a craft of devotion to a booming global trade sector. Once primarily rooted in domestic religious practices, the incense industry today represents a perfect blend of heritage, artistry, and international business opportunity.

A Cultural Craft Turned Global Export

In Vietnam, incense is more than a product—it’s a part of life. Villages like Quảng Phú Cầu, famously known as the “incense village,” near Hanoi, have produced incense for centuries. Nearly 3,000 households in this region are involved in the craft, showcasing fields of vibrant red incense sticks that have become iconic across the world. These incense sticks symbolize prayers, peace, and prosperity—but today, they also symbolize economic growth.

As per the latest Vietnam export data, the total value of incense sticks Vietnam exports reached $23.5 million in 2024, a 2% rise from the previous year. Between March 2023 and February 2024, over 20,000 shipments of incense sticks were exported worldwide, reflecting a 27% year-on-year increase. This consistent growth underscores Vietnam’s rising role in the international incense market.

Vietnam’s Position in the Global Market

According to global trade statistics and Vietnam customs data, Vietnam has emerged as the 4th largest incense stick exporter in the world, capturing around 14% of global shipment volumes. While India remains the dominant force with nearly 80% of global incense exports, Vietnam’s steady progress has positioned it as a reliable alternative supplier with strong quality credentials.

In 2024, Vietnam’s export value stood at USD 23 million, with the first three quarters of 2024 alone exceeding USD 4 million. These numbers reflect sustained global demand, particularly for natural and premium incense products.

The demand for incense sticks in Vietnam also remains robust domestically. As cultural festivals, spiritual ceremonies, and tourism continue to thrive, local consumption complements the booming export business, keeping thousands of rural households employed and empowered.

Top Export Markets for Incense Sticks Vietnam

Vietnam exports incense sticks to more than 60 countries worldwide, spanning Asia, the Middle East, and Western markets. According to Vietnam incense sticks export data, the top 10 export destinations include:

• India – $6.2 million (26.4%)

• Japan – $4.1 million (17.4%)

• China – $3.5 million (14.9%)

• United States – $2.3 million (9.8%)

• South Korea – $2 million (8.5%)

• UAE – $1.7 million (7.2%)

• Saudi Arabia – $1.2 million (5.1%)

• Bangladesh – $1 million (4.3%)

• Nepal – $800K (3.4%)

• Germany – $700K (3%)

India, despite being the global leader in incense manufacturing, imports semi-finished and raw incense sticks from Vietnam due to their superior bamboo quality and eco-friendly production techniques. Meanwhile, markets like Japan and the Middle East prefer Vietnam incense sticks manufacturers specializing in agarwood and herbal incense products.

Top Vietnam Incense Sticks Manufacturers and Exporters

Vietnam’s incense industry is a diverse mix of traditional artisans and industrial exporters. As per Vietnam trade data provider reports, more than 800 suppliers are actively engaged in incense exports. The leading Vietnam incense sticks manufacturers include:

These companies represent Vietnam’s craftsmanship excellence—combining centuries-old methods with modern technologies. From Hoang Giang’s sustainable agarwood harvesting to Nippon Kodo Vietnam’s Japanese precision, the diversity of suppliers ensures that Vietnam can meet global demand across price points and product types.

Product Categories & Quality Standards

Vietnamese suppliers produce a wide array of incense products, including:

• Agarwood incense – High-end fragrance, popular in Japan and the Middle East.

• Herbal incense – Made from natural ingredients like cinnamon, lemongrass, and clove; favored in Western markets.

• Traditional joss sticks – Exported in bulk to South and Southeast Asian countries.

• Raw incense sticks – Semi-processed products exported for fragrance infusion abroad.

For importers, ensuring quality consistency is vital. Buyers are advised to verify product certifications such as ISO, GMP, or organic standards, particularly when targeting Europe or U.S. markets that have stricter import regulations. A reputable Vietnam trade data provider can help verify exporter authenticity and shipment records for due diligence.

Industry Trends and Market Opportunities

The global incense industry is rapidly evolving. The rise in aromatherapy, meditation, and wellness practices across Europe and North America has opened up new markets for incense sticks Vietnam. Consumers are increasingly preferring eco-friendly, chemical-free incense, and Vietnam’s natural raw material base gives it a clear competitive edge.

Another key trend is diversification in product formats—from cone incense and coil incense to backflow incense, catering to the modern consumer’s aesthetic and sensory preferences. This evolution is supported by innovation among Vietnam incense sticks manufacturers, who are blending traditional fragrances with contemporary packaging and branding.

Moreover, as Vietnam imports more high-quality raw materials like bamboo and aromatic resins, the country’s capacity to produce diversified incense varieties continues to rise. These imports, often sourced from neighboring Asian countries, enable Vietnam to maintain consistency in production even as export demand surges.

Historical Export Performance

Vietnam’s incense exports have witnessed both fluctuations and resilience over the past decade. Export values reached a peak in 2018 at $90.07 million, followed by a pandemic-era dip in 2020–2021. However, the industry has rebounded strongly, maintaining steady performance since 2022:

This steady growth trajectory suggests robust demand, enhanced production efficiency, and effective market diversification.

Socioeconomic and Cultural Impact

The incense industry in Vietnam plays a significant role beyond exports—it sustains rural livelihoods, promotes cultural tourism, and preserves national heritage. Tens of thousands of families depend on incense stick production, especially in craft hubs like Quảng Phú Cầu. The visually stunning fields of incense sticks have even become a global photography sensation, blending culture and commerce beautifully.

Additionally, the rise of small and medium enterprises (SMEs) in the sector has fostered local entrepreneurship, making the industry both economically vibrant and socially inclusive.

The Road Ahead for Incense Sticks Vietnam

With growing awareness about sustainable and natural products, incense sticks Vietnam are well-positioned to expand their footprint globally. The combination of traditional craftsmanship, consistent export performance, and competitive pricing makes Vietnam an emerging force in the incense trade.

For international importers, sourcing from Vietnam offers access to both mass-market joss sticks and premium agarwood incense, backed by reliable data insights from trusted Vietnam trade data provider platforms. These databases help buyers analyze shipment trends, identify leading suppliers, and understand trade dynamics before making sourcing decisions.

Final Thoughts

Vietnam’s incense industry is a remarkable fusion of culture, craftsmanship, and commerce. As demand for natural fragrances rises, incense sticks in Vietnam continue to bridge the past with the present—spreading not only aroma but also cultural harmony worldwide. From artisanal villages to export giants, Vietnam incense sticks manufacturers are redefining tradition through trade, turning a timeless ritual into a thriving global business.