Industry experts called on Vietnam to establish a national rice brand capable of competing on the global stage, suggesting that its world-renowned ST25 rice can serve as a flagship, while addressing a rice seminar in Soc Trang Province, southern Vietnam on Tuesday.

The event, entitled ‘Building a National Brand for Vietnamese Rice,' was organized by Tuoi Tre (Youth) newspaper in collaboration with the Ministry of Agriculture and Rural Development and the People’s Committee of Soc Trang.

Ho Quang Cua, deemed the 'father' of the ST25 rice, which was named the best variety in the world twice in 2019 and 2023, pointed out that top global rice exporters like India and Thailand have successfully developed their brands by focusing on a single iconic grain.

India’s Basmati and Thailand’s Hom Mali are globally recognized due to strict adherence to purity standards.

Cua recommended that Vietnam should adopt similar international practices.

He emphasized the importance of fragrance, which he described as the defining trait of high-quality rice, suggesting that Vietnam must limit chemical use, adopt sustainable farming methods, and avoid harvesting in harsh weather conditions to preserve the aroma.

Pham Thai Binh, board chairman of Trung An High-Tech Farming JSC, said that the Philippines has imported large volumes of Vietnamese rice, despite competition from cheaper Indian grains.

This indicates that Vietnamese rice has earned the trust of Philippine buyers, paving the way for building Vietnam’s rice brand.

Binh proposed that ST5 with its international reputation be chosen as the emblematic variety for Vietnam.

He advised that developing a prominent national rice brand should begin with building trust, meaning that Vietnam must ensure food safety, maintain high standards, and deliver quality rice from field to table.

Le Thanh Tung, former deputy head of the Department of Crop Production under the Ministry of Agriculture and Rural Development, advocated for enterprise-driven branding efforts.

Tung argued that state-led initiatives with rigid regulations could limit creativity. Instead, businesses should be empowered to tailor their products to meet consumer demands for safety, affordability, and sustainability.

The Ministry of Agriculture and Rural Development is implementing a project of planting one million hectares of high-quality, low-emission rice. This initiative will contribute to the country’s efforts to build a national rice brand, Tung said.

Phoebe Ricarte, a Philippine expert, elaborated that many consumers are willing to pay a premium for rice of traceable origin, particularly those labeled with QR codes.

She underscored the growing demand for organic and eco-friendly products, urging Vietnam to prioritize sustainability in its branding strategy.

Many government officials and industry experts at the event floated various measures for Vietnam to boost its rice sector growth.

Le Thanh Hoa, deputy chief of the National Authority for Agro-Forestry-Fishery Quality, Processing and Market Development, pledged government support for rice branding, while calling for local enterprises' participation in branding efforts.

Vu Ngoc Dinh, general director of Techpal Group, urged Vietnam to prioritize quality and value over quantity to build a major rice brand.

The Techpal Group leader suggested showcasing high-quality Vietnamese rice at international events and using it at state banquets for better global recognition.

Further, government policies should encourage enterprises to export high-quality rice with clear 'Made in Vietnam' labeling.

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