Establishing Vietnam's rice brand on the global market

Vietnam's low-carbon rice ready to enter the Japanese market

The first shipment of Vietnam's "low-carbon" rice will be exported to Japan this May. This product is part of the Vietnamese government's initiative to cultivate one million hectares of high-quality, low-emission rice in the Mekong Delta region.

According to Mr. Pham Thai Binh, Chairman of the Board of Trung An High-Tech Agriculture Joint Stock Company (based in Can Tho), the shipment will weigh 500 tons and consist of Japonica rice, a premium Japanese variety. The product has successfully met Japan's strict technical standards. The company is preparing packaging to finalize the shipment to Japan—one of the world's most demanding markets.

The Vietnam Rice Industry Association (VIETRISA) recently launched the "Green Vietnamese Low-Emission Rice" label. This marks a major milestone in the implementation of the "Sustainable Development of One Million Hectares of Specialized High-Quality, Low-Emission Rice Linked with Green Growth in the Mekong Delta by 2030" initiative (abbreviated as the One Million Hectares Rice Project).

"This is a strategic turning point in building Vietnam's rice brand, targeting high-end markets with strict carbon emissions standards. The 'Green Vietnamese Low-Emission Rice' label is not just a commercial brand but also a commitment to environmental and social responsibility," emphasized Mr. Bui Ba Bong, Chairman of VIETRISA.

This is the first time such a rice label has been introduced in Vietnam—and globally. It is estimated that around 3,000 hectares will yield over 10,000 tons of rice under this label, with a portion destined for export. This is a significant development for Vietnam's rice sector, which is supported by businesses, farmers, and especially international organizations.

Vietnam set to become world's no. 2 rice exporter

According to USDA projections, Vietnam's rice exports are expected to reach 7.9 million tons in 2025, surpassing Thailand's 7.2 million tons and ranking only behind India's 24.5 million tons. Vietnam's strong performance is driven by sustained demand from key markets, including the Philippines, China, and various African countries.

Notably, the Philippines is projected to remain the world's largest rice importer, with a record 5.4 million tons. Traditional African buyers of Vietnamese rice, such as Côte d'Ivoire and Nigeria, are expected to import 1.9 million and 2.8 million tons, respectively, while China will import approximately 2.3 million tons.

In the first quarter of 2025, Vietnam exported over 2.3 million tons of rice, a nearly 6% increase in volume compared to last year, although revenue dropped by 15.5% to around $1.2 billion. In April alone, an additional 1.1 million tons were exported, bringing the four-month total to 3.4 million tons and revenue to $1.75 billion.

Mr. Nguyen Van Thanh, Director of Phuoc Thanh IV Production and Trading Co., Ltd. (Vinh Long), noted that the rice supply is currently limited, and the summer-autumn crop is just beginning. As a result, companies are prioritizing existing contracts with traditional markets like the Philippines and African countries. Premium markets such as the United States are also growing, particularly with ST25 rice, which remains in short supply due to limited cultivation and low yield. Current wholesale prices, excluding packaging, range from VND 25,000–27,000 per kilogram. Exports to China and Middle Eastern markets fetch over $1,200 per ton.

Across the Hau River, Mr. Pham Thai Binh of Trung An also reported that high-quality aromatic rice performs well in various segments, including the EU, the Middle East, China, Australia, and the United States.

In Tien Giang, a key rice-producing province, Mr. Nguyen Vinh Trong, Director of Viet Hung Co., Ltd., shared that demand for Japanese rice varieties remains high, with prices rising by $20–25 to $690–695 per ton. China recently increased purchases of glutinous rice in preparation for the Duanwu Festival, driving prices even higher.