Vietnam has long been recognized as one of the most prominent hubs for incense stick production and export. Beyond being a commercial product, incense sticks Vietnam are deeply rooted in cultural heritage, spirituality, and daily rituals. For centuries, families across rural regions of the country have engaged in this artisanal craft, passing down traditional methods from one generation to the next. Today, incense sticks in Vietnam have evolved into a global commodity, finding markets in Asia, the Middle East, Europe, and North America.
According to the latest Vietnam shipment data, incense exports have maintained a steady upward trend despite global trade fluctuations. In 2024, Vietnam’s incense stick exports were valued at $23.5 million, marking a 2% increase from the previous year. With more than 20,000 shipments annually, Vietnam has positioned itself as the world’s fourth-largest incense exporter, following India, China, and a few smaller regional suppliers.
This article explores the current state of the incense industry in Vietnam, top suppliers, key export markets, and how the sector continues to blend cultural heritage with modern trade opportunities.
Export Growth and Performance of Incense Sticks Vietnam
Vietnam exported nearly 20,000 shipments of incense sticks between March 2023 and February 2024, recording an impressive 27% year-on-year growth. This reflects not only rising international demand but also the country’s ability to scale up production while maintaining traditional quality.
Monthly export performance showed fluctuations, often influenced by seasonal festivals and raw material supply availability. Despite these variations, the overall growth trajectory remains strong.
From a global ranking perspective, Vietnam captured around 14% of global incense shipments, second only to India, which controls nearly 80% of the market. While India remains the dominant player, Vietnam incense sticks manufacturers are rapidly expanding their global presence by offering high-quality, eco-friendly, and competitively priced products.
In terms of value, exports touched $22 million in 2023 and further rose to $23.5 million in 2024, supported by strong demand from both traditional Asian markets and newer Western markets where natural incense is gaining popularity in wellness and aromatherapy sectors.
Key Export Markets for Incense Sticks in Vietnam
The incense industry in Vietnam caters to a diverse set of international markets. Based on Vietnam import customs data, the top destinations for incense sticks in 2024–25 include:
India – $6.2 million (26.4%)
Interestingly, despite being the largest global producer, India imports semi-finished incense bases and specialty products from Vietnam.Japan – $4.1 million (17.4%)
With its deep appreciation for traditional rituals, Japan remains one of the top markets for incense sticks Vietnam, particularly premium agarwood products.China – $3.5 million (14.9%)
A major neighbor and consumer, China’s cultural demand for incense ensures continued import growth.United States – $2.3 million (9.8%)
Driven by wellness and spiritual practices, the U.S. has become an emerging market for herbal and chemical-free incense.South Korea – $2 million (8.5%)
Korean consumers prefer long-burning, premium incense, often imported from Vietnamese suppliers.UAE – $1.7 million (7.2%) and Saudi Arabia – $1.2 million (5.1%)
Both Middle Eastern countries show high demand for oud and agarwood-based incense, prized for their luxury fragrance profiles.Bangladesh & Nepal – $1.8 million combined
Traditional joss sticks dominate exports to these markets.Germany – $700,000 (3%)
A growing European niche market where natural and wellness-focused incense products are gaining traction.
Together, these markets highlight how Vietnam incense sticks have transitioned from being largely regional to gaining global appeal across multiple continents.
Top 10 Vietnam Incense Stick Exporters
Vietnam incense sticks manufacturers range from small village workshops to large-scale industrial exporters. With more than 800 active suppliers serving over 60 countries, the sector is diverse and resilient. Below are the top 10 exporters in 2024–25 (as per Vietnam incense stick suppliers data):
Hoang Giang Agarwood Company – $1.6M exports (Japan, UAE, Saudi Arabia)
Thien Tam Agarwood – $1.5M (Japan, South Korea, Europe)
Nippon Kodo Vietnam, Inc. – $1.3M (Japan, U.S., Europe)
Viet Huong Incense – $1.2M (India, Nepal, Bangladesh)
Binh Nghia Agarwood Export Co. – $1M (China, Japan, Korea)
Ky Anh Agarwood Incense Unit – $0.9M (Japan, Korea, Taiwan)
Dong Hai Luong – $0.9M (SE Asia, Middle East)
Anh Hong Bamboo Incense – $0.8M (India, Nepal, Bangladesh)
Hoa Binh Incense Company – $0.7M (Europe, U.S., Japan)
Gmex Export and Import JSC – $0.6M (India, China, Middle East)
Each of these suppliers has built a reputation for quality, cultural authenticity, and global reach. For example, Hoang Giang Agarwood Company and Thien Tam Agarwood focus on premium agarwood incense, while Viet Huong specializes in bulk joss sticks for temples and mass use.
Craft Villages and Production Hubs
One of the most iconic incense production centers in Vietnam is Quảng Phú Cầu village, located near Hanoi. Known as the “incense village,” it is home to around 3,000 households dedicated to incense making. This hub not only supplies domestic and international markets but also attracts tourists with its stunning fields of brightly dyed incense sticks.
Other significant incense hubs include Quang Nam, Binh Dinh, and Ho Chi Minh City, each specializing in agarwood, bamboo incense, or herbal blends. These regions form the backbone of Vietnam incense sticks production, blending heritage craftsmanship with modern manufacturing scalability.
Industry Insights for Buyers and Importers
For international buyers, incense sticks Vietnam offer a wide range of product categories:
Agarwood incense: Premium, long-lasting, popular in Japan and the Middle East.
Herbal incense: Made from cinnamon, lemongrass, eucalyptus—preferred in the U.S. and Europe.
Traditional joss sticks: Bulk products exported widely across Asia.
Raw incense sticks: Semi-processed items for re-dipping abroad.
Quality Considerations
Buyers are advised to seek incense that is free from harmful chemicals, ensuring compliance with global health and safety standards. Certifications such as ISO, GMP, or organic approval are becoming increasingly important, especially when exporting to Europe or North America.
Market Trends
Rising demand for eco-friendly and natural incense.
Expansion of aromatherapy and wellness sectors.
Growth in niche forms such as cone incense, coil incense, and backflow incense.
Economic and Cultural Significance
The incense industry in Vietnam represents much more than trade. It is an integral part of the nation’s cultural identity, spiritual practices, and community life. Tens of thousands of rural workers rely on incense production for their livelihoods, often as part of small-to-medium enterprises (SMEs).
Moreover, incense villages like Quảng Phú Cầu have become cultural landmarks, blending heritage with tourism. As global consumers increasingly value sustainable and natural products, Vietnam incense sticks are perfectly positioned to meet these demands.
Conclusion
Vietnam’s incense stick exports in 2024–25 demonstrate a unique balance of heritage and modern trade growth. With a +27% year-on-year growth, diverse supplier networks, and expanding global demand, incense sticks in Vietnam are gaining recognition worldwide.
Whether for spiritual rituals, wellness, or cultural traditions, Vietnam incense sticks manufacturers continue to deliver products that embody craftsmanship, sustainability, and competitive pricing. Backed by reliable Vietnam shipment data and compliance with Vietnam import customs data, the industry is poised to expand further in coming years.
For buyers and traders seeking reliable suppliers, Vietnam offers opportunities in both bulk sourcing and premium niche incense markets—a sector where centuries-old artistry meets global business potential.
