Under the context of trade liberalization and deepening integration into the international markets, a great flow of exotic fruits from various countries has penetrated the Vietnam market and competed with the domestic fruits. Thus, the current study investigated the domestic consumers’ preferences and willingness to pay for the country of origin of imported fruits via a survey of 100 consumers in Can Tho city. The study shows that 52% of the study consumers preferred imported fruits to the domestic ones. The study also reveals that the average consumption of domestic and imported fruits was 6.97 and 2.13 kg/household/month, respectively. The consumers were very much concerned about the country of origin. The conditional logit regression indicates that the study consumers did not find any value for the fresh grapes imported from China but they were willing to pay a higher price premium from 75-149 thousand VND for one kg of fresh grapes imported from the US, Australia and Europe relative to the one produced in Vietnam.