Rice and coffee are vital commodities in Vietnam’s economy. Amidst the evolving dynamics of global trade, the substitution of traditional tariff barriers with non-tariff measures (NTMs) is progressively increasing, and the CPTPP market is not exempt from this trend. Using the gravity model, this study explores the factors influencing Vietnam's rice and coffee exports to the CPTPP market. The study finds that economic factors, such as GDP, have a significant impact on export values. Import tariffs hinder exports, while lower tariffs enhance competitiveness. Geographical distance affects transportation costs and export values. The impact of NTMs on exports is mixed. Vietnam's CPTPP membership offers integration opportunities, albeit gradually. The COVID-19 pandemic has negatively affected exports, highlighting vulnerability. Policy recommendations include addressing adverse NTMs, promoting favorable measures, aligning legislation with the CPTPP, enhancing quality, and researching export markets and regulations. These recommendations aim to improve export performance, mitigate shocks, and leverage trade agreement benefits for the rice and coffee sectors.