Delicious rice gifts are selling well during Tet (Vietnamese New Year).

ST25 rice in 2kg boxes is included in Tet gift baskets – Photo: LE DAN

ST25 rice – a variety once honored as "the best rice in the world " – is now a popular choice for gifting among consumers.

These boxes of fragrant, specialty rice from Soc Trang are not only a wish for prosperity at the beginning of the year but also contribute to the consumption of Vietnamese agricultural products. By giving rice as a gift, the giver not only expresses their goodwill but also shares their hope for abundance and good fortune in the new year.

No more worries about choosing Tet gifts.

According to Ms. Xuan Lan, about five years ago, giving rice as a gift might have made the recipient feel embarrassed. But now, bags of fragrant ST25 rice under the "Mr. Crab" brand have become a meaningful and practical gift.

She shared: “With 100,000-200,000 VND, it's often difficult to choose a gift, and giving cash is even less appropriate. Since ST fragrant rice became available, I always choose it as a gift. When visiting friends or relatives, giving Soc Trang specialties is both meaningful and practical.”

Mr. Chi Linh (from Dong Thap province, currently living in Ho Chi Minh City) also agrees. He is always delighted when friends from Soc Trang visit and give him ST25 rice.

"Giving each other bags of rice is a practical way to share, helping to consume agricultural products while saving money. What could be better than cooking rice from the world's finest rice for Tet, served with braised meat and pickled onions?" Linh said.

For the Lunar New Year of the Year of the Snake (2015), Ms. Doan Tuyet Anh in Ca Mau chose rice as a gift for customers and partners, viewing it as a symbol of good fortune and prosperity. "Giving rice at the beginning of the year expresses wishes for abundance and success. Rice is a practical gift that everyone can use," Ms. Anh shared.

ST25 rice – Techpal Group's VIP product – is used as a gift – Photo: KHAC TAM

ST25 rice sells out quickly during Tet holiday.

Since being awarded the title of "world's best rice" in November 2019, ST25 rice has consistently been a top choice for consumers, especially during the Lunar New Year.

Mr. Nguyen Binh Khiem, owner of a specialty store in the Mekong Delta in Can Tho City, said that the trend of giving rice as a Tet gift is becoming increasingly popular and replacing many traditional items.

"At this time, corporate clients are placing large orders for gifts, causing a shortage of supply. Individual customers usually see a sharp increase as Tet approaches," Mr. Khiem said.

The store also incorporates ST25 rice into Tet gift baskets along with many other specialties from the Mekong Delta. "Delicious, clean, and high-quality rice is not only a gift for health but also practical because everyone can use it," Mr. Khiem added.

Besides Mr. Ho Quang Cua's family, many companies have focused on both product quality and packaging design to create appeal.

Mr. Vu Ngoc Dinh, General Director of Techpal Group – the unit collaborating with the People's Committee of Tran De district (Soc Trang province) to grow ST25 rice from purebred seeds – said that the raw material area is cultivated according to strict food safety standards.

Currently, the company's ST25 product is available on the market in specialized paper box and paper bag packaging, which not only preserves its distinctive flavor but is also suitable as a gift.

In addition to the domestic market, the product has been exported to Australia and the Czech Republic, and negotiations are underway to expand into Bulgaria and South Korea.

Tra Ma Do – a specialty from the green forest, priced at nearly 3 million VND/kg.

Every spring, people in Xuan Loc commune (Song Cau town, Phu Yen province) gather at the summit of Cu Mong mountain to pick Ma Do tea – a type of green tea that grows naturally at an altitude of 500-700m. This tea is considered a rare specialty, harvested only in the spring from January to March of the lunar calendar.

Mã Dọ tea grows naturally and is available in limited quantities. A professional picker can only harvest 1-4 kg of fresh tea (equivalent to 250 g of dried tea) per day.

The processing is entirely manual: the tea leaves are selected, wilted, crushed, fermented, and sun-dried until they reach their characteristic flavor. The dried tea is black, turning from black to light pink when brewed, with a slightly astringent taste and a sweet aftertaste.

Due to its labor-intensive nature and rarity, Ma Do tea costs 3 million VND/kg and must be ordered in advance. Ms. Tran Thi Loan, a local resident, said that harvesting is becoming increasingly difficult because the tea plants are affected by past wars, forest fires, and over-exploitation.

Mr. Nguyen Thanh Son, chairman of the People's Committee of Xuan Loc commune, noted that Ma Do tea brings high income to the people due to its significant economic value.

However, preserving this natural tea variety is not easy due to its unique growing conditions. Recognizing its economic benefits, people have gradually focused on protecting the tea plants instead of exploiting them indiscriminately as before.

In December 2024, the Science and Technology Council of Phu Yen province approved the research project "Research, application and development of Ma Do tea plant".

This project has been successful in breeding tea plants and establishing processes for producing and processing commercial tea. The plan to conserve and develop this tea variety is expected to enhance its economic value and create a distinctive brand for Phu Yen.