Indonesia is one of the world's leading countries in ornamental fish biodiversity. Its vast freshwater and marine ecosystems serve as natural habitats for a wide variety of unique and exotic ornamental fish species. According to data from the Ministry of Marine Affairs and Fisheries (KKP), Indonesia is home to more than 400 freshwater ornamental fish species and 650 marine ornamental fish species, making it a key player in the global ornamental fish industry.
With its rich aquatic resources, Indonesia has established itself as one of the world’s largest exporters of ornamental fish. Data from the Ministry of Cooperatives and Small and Medium Enterprises (Kemenkop) indicate that Indonesia's ornamental fish exports reached a value of approximately USD 36.4 million in 2022.
Global demand for ornamental fish continues to rise, including in Brunei Darussalam, which presents a promising market due to its strong purchasing power. Brunei Darussalam has a stable economy, with a per capita income of approximately USD 29,774 in 2024—the highest in Southeast Asia after Singapore. The people of Brunei also exhibit a strong interest in ornamental fish, both for aesthetic purposes in home aquariums and as part of private collections. Trade data from Brunei Darussalam show a consistent increase in ornamental fish imports, which currently amount to approximately USD 1.2 million annually.
The potential of Indonesia's ornamental fish
As a tropical country with exceptionally high marine and freshwater biodiversity, Indonesia is home to a wide variety of ornamental fish that are highly sought after in the international market. This rich species diversity gives Indonesia a competitive advantage in the global ornamental fish industry. The country consistently produces high-quality ornamental fish that attract collectors from around the world, including Brunei Darussalam. This is evident from Brunei's import volume of ornamental fish from Indonesia, which reached 13 tons—valued at 92,000 USD—in 2023, according to data from Trade Map.
Indonesia’s strength in the ornamental fish industry extends beyond species diversity; it also lies in the continuous advancement of aquaculture techniques. The adoption of modern technologies in breeding, genetic selection, and fish health management has significantly enhanced the quality and resilience of exported fish. Additionally, Indonesian ornamental fish are known for their ability to endure long journeys with minimal mortality rates upon arrival in destination countries, thanks to stringent quarantine procedures prior to export.
Indonesia's top ornamental fish species
1. Super red arowana (Scleropages formosus)
The super red arowana originates from the freshwater regions of West Kalimantan and is considered one of the most prestigious ornamental fish. Its vibrant red coloration and graceful movements make it a symbol of prosperity and good fortune, particularly in Asian markets. The price of a super red arowana varies significantly, ranging from millions to tens of millions of rupiah per specimen, depending on its size, color pattern, and scale quality.
(Click here for more information on the best super red arowana fish in Indonesia)
2. Betta fish (Betta sp.)
Betta fish, commonly known as fighting fish, are among the most popular ornamental species worldwide, including in Brunei Darussalam. Their appeal lies in their vivid colors, resilience, and ease of care. Indonesia is renowned as a leading producer of high-quality bettas, offering sought-after varieties such as halfmoon, plakat, and crowntail, which are highly coveted by collectors.
(Click here for more information on premium betta fish)
3. Koi (Cyprinus carpio)
Koi fish enjoy a substantial global market, especially among mid-to-high-end ornamental fish collectors. Their distinct patterns and colors, coupled with their symbolic association with good fortune, make them highly desirable. The town of Blitar in East Java is recognized as Indonesia’s largest koi breeding center, supplying premium-quality koi for export to various countries worldwide.
4. Discus (Symphysodon sp.)
Distinguished by their unique, rounded bodies and vivid coloration, discus fish are a favorite among advanced aquarists. Unlike many other ornamental species, discus require specialized care, making them more suitable for experienced hobbyists. Indonesia is a key exporter of high-quality discus fish, successfully competing in the international market.
Discus fish, one of the collector's favorite ornamental fish available at Banglele Export
Market opportunities in Brunei Darussalam
As a nation with a relatively high standard of living, Brunei Darussalam has a society that is fond of keeping ornamental fish, both as a hobby and as a symbol of social status. With a population of approximately 450,000 and a per capita income of USD 29,774 according to the World Bank’s 2024 data, Brunei is classified as a country with significant purchasing power in Southeast Asia.
In Brunei, keeping ornamental fish is not merely a pastime but an integral part of the lifestyle, particularly when it comes to premium fish species that are valued for their aesthetic appeal and social prestige. Several factors contribute to Brunei Darussalam’s potential as a promising market for ornamental fish:
1. Increasing demand for ornamental fish
Brunei Darussalam has a thriving community of ornamental fish enthusiasts, with numerous specialty stores offering imported fish, including those from Indonesia. The demand for premium ornamental fish, such as the Super Red Arowana, Koi, and Discus, has been steadily rising each year, driven by the growing number of collectors in the country. This trend is reflected in Brunei's significant ornamental fish import values, which include approximately USD 115,000 from Malaysia and USD 92,000 from Indonesia.
2. High purchasing power
As a country with a strong economy, Brunei Darussalam boasts a significantly higher purchasing power than many of its Southeast Asian neighbors. Consumers in Brunei are inclined to seek high-quality ornamental fish and are willing to pay premium prices. For example, the Super Red Arowana from Indonesia is sold in Brunei for prices ranging from USD 500 to over USD 5,000 per fish, depending on its size and quality. This trend presents a substantial opportunity for Indonesian exporters to supply high-value ornamental fish to Brunei’s lucrative market.
3. Relatively open import policies
Brunei Darussalam’s import regulations for ornamental fish are more flexible than those of countries like Japan or the European Union, which impose strict standards on invasive species and health certifications. However, Brunei still enforces certain requirements, including health certifications, disease-free guarantees, and quarantine procedures before imported fish can enter the local market. These regulations provide a competitive advantage for Indonesian exporters, who are already accustomed to meeting stringent export standards in other international markets.
4. Government support for the fisheries sector
The Brunei government has been actively enhancing its fisheries sector and encouraging investment in related businesses, including the import of ornamental fish from countries such as Indonesia. In recent years, Brunei has been focusing on developing its aquaculture and fisheries industry as part of its economic diversification efforts (click here). This support is evident in the increasing number of ornamental fish exhibitions and trade events held in the country, providing Indonesian exporters with greater opportunities to promote and expand their market presence in Brunei.
Challenges and development strategies
Despite the significant potential for exporting ornamental fish to Brunei Darussalam, several challenges must be addressed to enhance the competitiveness of Indonesian products in this market. Key factors such as import regulations, shipping logistics, and competition from other countries are critical considerations for Indonesian exporters.
1. Import regulations and requirements
Brunei Darussalam enforces relatively strict health standards for imported ornamental fish, though not as stringent as those in Japan or the European Union. These regulations are designed to prevent the spread of aquatic diseases and maintain the ecological balance of the country's waters. Exporters must ensure that their fish are disease-free and comply with the applicable quarantine standards.
One of the primary regulatory requirements is obtaining a health certification from Indonesia’s Fish Quarantine Agency, Quality Control, and Fishery Product Safety (BKIPM). This certification involves a thorough health inspection, laboratory testing, and supervision of packaging and shipping processes.
Additionally, Brunei Darussalam mandates that all imported ornamental fish be accompanied by valid permits from the country’s Department of Fisheries. Among these requirements is the Aquatic Animal Health Certificate (AAHC), which guarantees that the fish are free from serious diseases such as Koi Herpes Virus (KHV) and Aeromonas hydrophila. Failure to provide the necessary documentation may result in shipment rejections or extended quarantine periods, ultimately increasing operational costs for exporters.
2. Logistics and transportation
One of the most significant challenges in exporting ornamental fish is ensuring their health and well-being during transportation. Exported fish must be in optimal condition and free from excessive stress to adapt successfully to their new environment. To achieve this, the implementation of modern packing technology is essential. Common packing methods include the use of plastic bags filled with pure oxygen, the addition of stress-reducing agents such as ketapang leaf extract (Terminalia catappa), and temperature regulation with gel ice packs to prevent extreme fluctuations.
Beyond packaging technology, optimizing distribution channels is another crucial factor in ensuring successful exports. One effective strategy is to establish partnerships with importers in Brunei Darussalam to enhance supply chain efficiency. Currently, most ornamental fish shipments to Brunei Darussalam are conducted via air transport, with a travel time of approximately 2-3 hours from Jakarta to Bandar Seri Begawan. However, high air cargo costs pose a challenge, making it necessary to explore alternative shipping methods, such as sea transport, for more resilient fish species.
Live fish logistics process by Banglele Indonesia's trusted logistics partner, Alams Group
3. Competition with other countries
In addition to Indonesia, countries such as Malaysia, Thailand, and Singapore are also key players in the ornamental fish market in Brunei Darussalam. Thailand is renowned for producing high-quality freshwater ornamental fish, including bettas and arowanas, while Singapore boasts a more advanced and efficient distribution system. To remain competitive, Indonesian exporters must adopt more effective marketing strategies.
One approach is to strengthen product branding by highlighting the unique advantages of Indonesian ornamental fish, such as a wider variety of colors, superior genetic quality, and more competitive pricing. Indonesian exporters could also offer exclusive ornamental fish packages with guaranteed health and quality. For instance, they could provide authenticity certificates for premium fish like the super red arowana, offer a health warranty for several days post-purchase, and include comprehensive care guides to enhance customer confidence.
To increase the appeal of Indonesian ornamental fish in the Brunei Darussalam market, improving production quality is essential. This can be achieved by adopting advanced aquaculture and husbandry technologies to ensure greater resilience and minimize stress during transport. Systems such as Recirculating Aquaculture Systems (RAS) can help maintain optimal water quality, allowing the fish to grow in a healthy environment before export.
Furthermore, the use of high-quality feed and specialized vitamins can enhance the resilience of ornamental fish, particularly premium species like the super red arowana and discus fish. These quality improvements will enhance the reputation of Indonesian ornamental fish in Brunei Darussalam, allowing them to compete more effectively with products from Thailand and Singapore.
