Vietnam Food Association (VFA) has expressed his concern over the branding of Vietnam premium rice which is unfamiliar to global consumers. Do Ha Nam, chairman of the Vietnam Food Association said that lack of Vietnam rice branding has led to its absence and low popularity. Notably, Vietnam one of the major rice producing countries possesses many high-quality rice varieties, yet most remain unfamiliar to global consumers due to weak branding, inconsistent market positioning and the absence of a long-term strategy. VFA Chairman stressed on the power of rice branding strategy, which can help the country elevate the status of its premium rice varieties. The assessment was made by the chairman at a recent interview with Tuoi Tre (Youth) newspaper about Vietnam’s ST25 rice, which won the World’s Best Rice Award 2025, held in Phnom Penh, Cambodia, on November 9.
International awards are the fastest way to introduce Vietnam Premium Rice
VFA Chairman further said that international awards are the fastest way to introduce a brand to both domestic and overseas markets,but emphasized that long-term market positioning is equally essential so consumers worldwide, not only Vietnamese buyers, actively choose ST25.
When asked about why Vietnam chose to enter ST25 instead of newer varieties, Nam explained that although the country has many premium grains, most lack branding which can also be translated to lack of Vietnamese rice promotion or Vietnam rice reputation. Until another variety proves capable of replacing it either through rice branding strategy or creating its solid reputation in global rice market ST25 remains the strongest candidate for international competitions.
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