Thailand promotes “fine rice” as a pioneer of the new rice economy, changing the game from quantity to quality, launching Thailand Rice Fest 2025 from 4–7 December at IMPACT Muang Thong Thani.
Ms. Supachai Sutthumpun, Minister of Commerce, said that the global rice market has changed. Consumers no longer choose rice out of habit but focus on flavor, origin, producer stories, and consumption information. "Thai rice must have tangible attributes and not be sold by variety name alone. If we can describe the flavor, suitable dishes, or production area, buyers worldwide will recognize its true value and be willing to pay higher prices."
Meanwhile, Mr. Witthayakorn Maneenet, Director-General of the Department of Internal Trade, stated that the ministry is creating a new market system that reflects the real quality of Thai rice by compiling over 700–800 producer groups nationwide into a database and selecting the first 200 groups to undergo quality upgrading to connect markets domestically and internationally. "With transparent information, producers will no longer be subject to uniform pricing. Each rice type will be traded according to its true quality, creating more sustainable incomes."
Mr. Noppatham Wanich, co-founder of Rice Hub, said Thailand has one of the most diverse ranges of rice varieties, but only a few are used in trade, failing to meet modern market demands for specialty rice. "We began by tasting and recording Flavor Notes to create a common language for rice flavors, similar to the wine or specialty coffee industries. We found varieties like Khao Lueam Pua, Pandan Fragrant Rice, and Dok Kha upland rice each have unique characteristics sought by premium markets. We thus use the term “fine rice” to describe these qualities."
At the same time, Mr. Atthaphon Chaiyanan, President of the Thai Digital Education Association (TDeD), emphasized that data is the heart of the New Rice Economy as it allows buyers to verify information. "If the rice is good but lacks supporting data, it cannot be sold at its proper price. Today, chefs, hotels, food operators, and international buyers can select rice based on real data, not feelings or assumptions."
Mr. Changnoi Kunchar Na Ayudhya, Managing Director of Cloud and Ground, organizer of Thailand Rice Fest 2025, said this is the third year of the event, presenting a comprehensive new rice economy. "This is not just a rice tasting event but a place where producers, operators, and consumers truly meet—through tasting, pairing dishes with each rice variety, and Rice Matching, where businesses can buy fine rice directly from producers without intermediaries." The event will feature over 40 fine rice varieties, local rice paired with traditional foods, actual trade (Rice Matching), sustainable rice exhibitions, and a nutritional wisdom learning zone.
The Minister of Commerce noted that Thailand produces over 20 million tons of rice annually and relies on exports for more than half. However, yield per rai lags behind competitors like Vietnam, which averages 1,200 kg/rai compared to Thailand's 600–700 kg/rai. Therefore, the ministry is accelerating the shift of Thai rice toward “specialty markets,” leveraging Thailand's strength of over 5,000 rice varieties. They are promoting 200 model farmer groups in the first phase. If Thailand can clearly build systems of data, flavor, identity, and stories for each rice type, "buyers worldwide will choose Thai rice as they do coffee or wine."
Thailand Rice Fest 2025 will be held from 4–7 December 2025, 10:00–20:00, at IMPACT Exhibition Center Hall 11–12, with free admission.
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