Thailand invests in premium rice to boost exports – focus on EU, Middle East and Japan

Thailand is aiming to take a leading position in the premium rice export segment by focusing on high-quality jasmine rice, organic rice and health-oriented products. The goal is to meet demand from countries with strong purchasing power, such as the EU, the Middle East and Japan.

Global competition is pressuring rice exports – but opening up new opportunities

Global rice exports are facing tougher competition due to changing trade strategies in several leading exporting countries. Among them, Vietnam plans to reduce its rice exports to focus on quality products and environmentally friendly cultivation.

Despite price pressure, Thailand sees an opportunity to strengthen its position by focusing on added value rather than volume.

DITP: Premium rice is the key to sustainable growth

Sunanta Kangvalkulkij, director-general of the Department of International Trade Promotion (DITP), emphasizes that the focus on premium products gives Thailand a competitive advantage.

By developing and marketing jasmine rice, organic rice and health-oriented rice, Thailand can meet the growing demand from quality-conscious markets.

“Investing in high-quality rice is crucial both for the future of exporters and for giving Thai farmers better and more stable incomes,” says Kangvalkulkij.

EU, Middle East and Japan priority markets

According to DITP, trends indicate that consumers in Europe, the Middle East and Japan increasingly value quality, food safety and sustainable production.

Therefore, Thailand plans to intensify marketing efforts and create new distribution channels for premium rice in these regions.

Better prices and long-term stability for Thai farmers

The shift to the premium segment could lead to higher and more stable prices for Thai rice farmers. A sustainable production chain also contributes to a more resilient food economy for the entire country.

For more information on Thai rice exports and premium initiatives, visit Department of International Trade Promotion (DITP)

Rice farming in Thailand

Rice is not only a major export for Thailand – it is also a central part of the country’s soul and culture. Almost half of Thailand’s workforce, around 49 percent, is still employed in agriculture, where rice farming dominates. Over 75 percent of the country’s arable land is used to produce rice, especially in the fertile areas of the central and northeastern parts of the country.

Thailand is now the world's second largest rice exporter after India and has long been known for its high-quality jasmine rice. Although rice now accounts for a relatively small share of Thailand's total export value, it continues to play a crucial role in the rural economy.

The importance of rice also extends far beyond the economy. In Thai tradition, rice symbolizes prosperity, community, and vitality. Harvest festivals and ceremonies celebrating the role of rice in society are still a vibrant part of the culture in many parts of the country.

With its rolling rice fields and traditional farming methods, Thailand continues to honor its agricultural heritage – while adapting to a global market that demands quality and sustainability.

Text: The editorial staff

Image license: ignartonosbg, Pixabay, original image