The European (EU) market has a large size and stable demand for most fresh fruits and related products. Even during the COVID-19 pandemic with worldwide logistical difficulties making imported fruits more “expensive”, EU consumers still pay for tropical fruits that are not They think it's good for health. This shows that the preference for fruit consumption will become a stable trend in the nutrition structure of EU people in the coming time. Currently, 5 of the 10 largest fruit importing countries in the world are EU members. Vietnam's fruit also has many opportunities from the Vietnam - EU free trade agreement (EVFTA). The article identifies the most prominent factors, specifically: (i) a group of factors from the EU market (ii) a group of factors from the Vietnamese fruit industry (iii) a group of factors related to impacts from the EVFTA agreement and cooperation, trade and investment activities in the field of fruit between Vietnam and the EU. On that basis, the article makes some recommendations for Vietnamese fruit producers and exporters that are, or intend to, export fruit to the EU market in the near future..