Vietnamese rice has transformed dramatically from cheap to high-end.

(Dan Tri) - ST25 won the title of "World's Best Rice" for the third time, affirming a big step forward for Vietnamese rice in its journey to escape the "cheap" label, reach the high-end segment and build a global brand.

At the World's Best Rice Award 2025 ceremony, held within the framework of the Global Rice Trade Conference organized by The Rice Trader (TRT) from November 7-9 in Phnom Penh (Cambodia), Vietnam's ST25 rice and Cambodia's Phka Romdoul were both honored in the highest position.

"Happiness cannot be described in words"

This is the third time ST25 has won the title of " World's Best Rice", following resounding victories in 2019 and 2023. This return continues to affirm its international class and strengthen the position of Vietnamese rice in the high-end market. Outstanding quality - long, clear grains, characteristic pandan aroma and retaining deliciousness and stickiness even when cold - are the key factors that helped ST25 score absolute points in the eyes of the international jury.

As someone who has been involved in the development of ST25 rice for many years, and also a member participating in the voting in Phnom Penh, Mr. Do Ha Nam , Chairman of the Vietnam Food Association (VFA), could not hide his emotions when ST25 was once again honored. “It is a happiness, a joy that cannot be expressed in words,” he shared.

The moment Mr. Do Ha Nam and Mr. Ho Quang Cua raised the "World's Best Rice" symbol to honor ST25 rice in Cambodia (Photo: Organizing Committee)

According to Mr. Nam, this pride first belongs to engineer Ho Quang Cua - the "father" of the ST25 rice variety - and the research team who devoted all their heart and mind to creating a rice grain with a distinctive Vietnamese flavor.

“We used to be a poor country, there was a time when we didn’t have enough to eat, but now we have become a major rice exporter, with products recognized by the world as the best. That is an incomparable happiness,” said Mr. Nam.

Mr. Nam added that the ST rice line is the crystallization of a long and dedicated journey, starting from ST1, ST5, ST10, and ST25 is the pinnacle of that continuous research and improvement process. This achievement is the sweat, effort and aspiration of scientists and tens of thousands of Vietnamese farmers, who have contributed to bringing Vietnamese rice to the world.

The 2019 boost and the pivot of the rice industry

The 2025 victory is an affirmation, but the milestone that created a real turning point for the entire rice industry was 2019. That was the first time that Vietnamese rice was named alongside legendary brands such as Jasmine or Hom Mali from Thailand, which have dominated the high-end segment for many years.

“Since 2019, when ST25 was first recognized as the world’s best rice, there have been many doubts. But when ST25 continued to win the award for the second time and now the third time, it can be affirmed that ST25 has firmly established itself in the hearts of global consumers, and is strong enough to stand shoulder to shoulder with the most famous rice brands in the world,” Mr. Nam emphasized.

Vietnam is strongly transforming from a country exporting raw rice to high-quality, branded rice (Photo: DT).

Before 2019, Vietnam mainly exported raw, low-grade rice. The proportion of high-grade rice only accounted for a modest portion, about 15-18% of total exports. The image of Vietnamese rice was associated with "cheap price" and "large quantity".

After the 2019 milestone, a strategic "pivot" took place. The proportion of premium rice soared to more than 35% in 2024. The Vietnamese rice industry has strongly transformed from the "high quantity - low quality" model to "low but refined". According to statistics, the export of fragrant and specialty rice in 2024 reached over 3 million tons, double that of 2019.

More importantly, ST25 has become a source of pride for Vietnamese people everywhere. In Asia, Europe or America, wherever there are Vietnamese people, there is the presence of ST25. Many foreign consumers choose ST25 to replace other imported rice, not only because of its excellent quality but also because the rice contains the feelings, pride and memories of their homeland.

“It is the happiness of all those who have contributed to the success of this rice variety. Not only those who directly produce ST25, but also the Vietnamese community at home and abroad can be proud to say that we have brought Vietnamese rice to a worthy position on the world map,” Mr. Nam emotionally shared.

Raising the value of Vietnamese rice

The ST25 effect is most clearly demonstrated through macroeconomic data. Many other companies and units also promote research and commercialization of high-quality rice varieties, thereby bringing premium rice to the market. The value of Vietnamese rice has been raised to a new level.

Vietnam's average rice export price has increased sharply, from about 435 USD/ton in 2019 to more than 640 USD/ton in 2024. This is the highest average price in the past 15 years. Thanks to the price surge, the total rice export turnover in 2024 reached a record 4.78 billion USD, the highest in the 30-year history of Vietnam's rice exports.

ST25 rice itself, with the status of "the best in the world", is currently traded at a price of 700-1,000 USD/ton, 20-30% higher than regular white rice. This price helps ST25 compete equally with Thai Jasmine rice in demanding markets.

This success does not come from the market alone. It is the result of a national strategy. After ST25 won the award in 2019, the Government issued a series of policies to enhance the Vietnamese rice brand. Typically, the Strategy for Developing the Vietnamese Rice Brand to 2030 (Decision 583/QD-TTg in 2023), in which ST25 is considered the symbol and spearhead.

The Ministry of Science and Technology and the National Office of Intellectual Property have actively supported the protection of the ST25 trademark in the US, EU and many other countries. At the same time, the national brand "Vietnam Rice" has been clearly positioned, similar to what Thailand has done with "Thai Hom Mali Rice".

Fastidious markets are beginning to "open up" to high-quality Vietnamese rice. In the EU alone, the export turnover of specialty rice reached 12.5 million USD, of which ST25 accounted for about 40%.

Mr. Ho Quang Cua - "father" of the rice variety that produces ST25 rice, which has been honored three times as "World's Best Rice" (Photo: DT)

From selling rice to building a rice brand

The success of ST25 has created a revolution in production thinking, from the farmers to export enterprises. The mindset of "growing rice to sell" is gradually being replaced by the mindset of "growing rice to build a brand".

The Ministry of Agriculture and Environment (formerly the Ministry of Agriculture and Rural Development) and the Ministry of Science and Technology have chosen ST25 as the first national rice brand and included ST24 and ST25 varieties in the national rice variety list, encouraging the expansion of high-quality production models.

In key localities such as Soc Trang, Long An, An Giang, Dong Thap, farmers have begun to closely link with businesses in the value chain. They not only grow rice, but also apply strict standards such as VietGAP, GlobalGAP, aiming at producing fragrant rice, organic rice and especially the emission reduction model - an inevitable trend of green agriculture and sustainable export.

A series of large enterprises such as Ho Quang Tri Company, Loc Troi Group, Tan Long, Vinarice... quickly seized the opportunity, developing high-end ST25 and ST24 product lines with their own brands... These brands not only serve the domestic market but also confidently export to the most demanding markets including the US, EU, Japan, Korea, the Middle East and Singapore - places where Vietnamese rice was previously very difficult to access.

For the first time, Vietnamese branded rice, with a clear name and origin, is being displayed solemnly in supermarkets in the US, Japan, and the EU, instead of being exported "anonymously" in unlabeled sacks as before.

A rice exporter in Can Tho summarized briefly: "ST25 rice has contributed to changing Vietnam's image from a country exporting cheap rice to a country with high-quality, branded rice."

Currently, the Ministry of Agriculture and Environment is continuing to expand the growing areas of ST24 and ST25 according to the international standard emission reduction chain linkage model, gradually forming a synchronous high-quality rice value chain from varieties - cultivation - processing - brand - market.

Source: https://dantri.com.vn/kinh-doanh/gao-viet-chuyen-minh-manh-me-tu-gia-re-sang-cao-cap-20251111165931484.htm