Thai Rice: From Raw Agricultural Product to National Brand Product and Position as a Rice Exporting Powerhouse

Thailand – one of the three “giants” of the world rice market along with India and Vietnam – has maintained its position thanks to its flexible strategy and long-term vision. So what is the secret that helps this country maintain its competitiveness in the fierce race of the global rice export industry?

Thailand has successfully implemented many strategic, targeted measures to promote rice exports.

The World Bank (WB) released data showing that Thailand is a country closely linked to agricultural development, with about 1/3 of the population working in this field. However, the outstanding feature of Thai agricultural products is not the scale of production, but the way this country turns agricultural products, including rice products, into part of a comprehensive trade strategy, combining the export of goods and promoting the national image.

Official figures from the Thai Ministry of Commerce show that in 2024, the country's rice exports reached 9.95 million tons, up 13% year-on-year and the highest level since 2018. The value of rice exports reached 6.43 billion USD, up 27% year-on-year, thanks to a number of reasons such as increased global food demand, extreme and unusual weather and India's suspension of rice exports.

Some of the world's major rice import markets in 2024 include Indonesia buying 1.12 million tons, Iraq buying 950 thousand tons, the Philippines buying 490 thousand tons, China buying 470 thousand tons...

For the whole year 2025, Thailand aims to export 7.5 million tons of rice, expected to decrease compared to the whole year 2024 due to many factors such as India resuming rice exports, a stronger baht, higher rice prices compared to competitors, and the impact of US tariff policies.

However, it cannot be denied that Thailand has successfully applied many strategic and targeted measures to promote rice exports in recent times.

First of all , Thailand has made good use of diplomatic relations with partners to facilitate the implementation of trade cooperation agreements.

Most recently, the Nation Thailand newspaper reported that the Thai Ministry of Commerce is speeding up the export of 280,000 tons of rice to China under an agreement between the two governments, and at the same time proposing to increase the import quota to 500,000 tons. This is considered a symbol of friendship on the occasion of the 50th anniversary of the establishment of diplomatic relations between Thailand and China.

Second , Thailand always focuses on enhancing promotional activities to enhance recognition and affirm the prestige and quality of Thai rice in foreign markets. In particular, this country focuses on building the image of Thai rice not only as food, but as a high-class product, associated with health, sophistication and tradition.

A typical example is the "Thai Hom Mali Rice" (Jasmine rice) promotion campaign that was implemented synchronously and systematically worldwide through fairs, exhibitions and foreign media channels, thereby helping Thailand succeed in building the national image of Thai rice.

Third , Thailand focuses on promoting its key, strategic products such as Jasmine fragrant rice, with distinctive characteristics such as a distinctive aroma, long grains, and moderate stickiness. In addition, the country pays special attention to the registration of geographical indications to clearly confirm the origin, unique quality, and ensure that the product is difficult to counterfeit.

Finally , to maintain the position of Thai rice, this country always strives to comply with regulations on monitoring the quality of goods for products exported abroad, proactively providing information on rice standards, registering certification labels and procedures for identifying genuine rice exported from Thailand to strengthen consumer confidence.

In addition, Thailand also expressed its willingness to cooperate and committed to promptly handling violations or trademark fraud related to Thai rice if officially reported.

It can be seen that these efforts are key factors helping Thailand ensure output for domestic rice production, while increasing confidence and stability for farmers and export businesses.

Although the rice market will continue to fluctuate in the coming time, it is undeniable that Thailand has succeeded in transforming rice from a raw agricultural product into a branded product with a story and outstanding value. This is an experience that other countries can learn from and apply.

Source: https://baoquocte.vn/gao-thai-lan-tu-nong-san-tho-den-san-pham-thuong-hieu-quoc-gia-va-vi-tri-cuong-quoc-xuat-khau-gao-330064.html