Vietnamese rice exporters are gradually shifting their focus toward quality improvement and targeting more demanding markets to minimize risks from trade fluctuations. This move also aims to enhance the position of Vietnamese rice brands in the international market.
Amid growing uncertainties in global rice trade, Vietnam continues to maintain positive export momentum. According to the Vietnam Food Association, in the first five months of 2025, Vietnam exported more than 4 million tons of rice. Currently, the export price of Vietnam’s 5% broken rice stands at around USD 397 per ton, while 25% broken rice is priced at USD 368 per ton and 100% broken rice at USD 325 per ton. These prices have remained stable over the past month.
However, looking back at the first four months of 2025, preliminary statistics from the General Department of Customs under the Ministry of Finance showed that Vietnam exported nearly 3.43 million tons of rice. The country earned nearly USD 1.77 billion from these exports. Although export volume increased by 8.1% compared with the same period last year, export value fell by 13.4%. Meanwhile, the average export price dropped by 19.9%. This indicates increasing competitive pressure and a downward trend in the added value generated per ton of rice.
Another concerning signal is Indonesia’s announcement that it will not import rice in 2025. Indonesia was the second-largest market for Vietnamese rice in 2024. The country currently holds more than 4 million tons in reserves, the highest level ever recorded. In addition, Indonesia’s domestic rice production in the first five months of this year reached approximately 16.55 million tons. This allows the country to temporarily reduce its dependence on foreign supplies.
However, according to Nguyễn Văn Thành, Director of Phước Thành IV Trading Production Co., Ltd. in Vĩnh Long Province, this development does not pose a major concern for Vietnam’s rice industry. He explained that Indonesia’s market mainly consumes lower-grade rice. Meanwhile, Vietnam currently does not have a large surplus of this product segment. Moreover, in this segment, Vietnam primarily competes with India rather than with higher-quality rice products.
In reality, Vietnamese rice enterprises have expanded their markets to other regions, including Africa, the Middle East, and the United States. Demand in these markets remains stable and is less dependent on low-priced rice supplies. Therefore, even if Indonesia suspends rice imports in 2025, the move is unlikely to have a significant impact on the overall Vietnamese rice industry as many have feared.
Amid increasingly complex developments in global trade, Vietnamese rice enterprises are gradually changing their mindset. They are shifting away from focusing on volume alone and placing greater emphasis on actual value. According to experts, exporting 1,000 tons of rice to markets such as Japan or the EU can sometimes generate returns equivalent to tens of thousands of tons shipped to less demanding markets. This explains why many businesses are willing to make comprehensive investments to conquer the world’s most stringent markets.
According to Nguyễn Thị Trà My, Vice Chairwoman and CEO of PAN Group, the group’s development strategy is to prioritize quality and focus on premium markets. For example, its subsidiary Vinaseed is actively promoting its export plans to Japan. Trà My emphasized that the ability to ensure clear traceability from seed production to consumers’ tables enables Vietnamese rice to meet the most demanding standards.
Sharing the same direction, Trương Sỹ Bá, Chairman of Tân Long Group, said that his company aims to increase rice exports to Japan by six times compared with last year. Japan is well known for its strict requirements, ranging from product quality and pesticide residue limits to grain uniformity. However, once these technical barriers are overcome, Vietnamese rice can not only achieve higher selling prices. It can also establish a solid foundation for brand development.
Beyond Japan, the European Union (EU) is also being targeted by many Vietnamese enterprises as a strategic growth market. Phạm Thái Bình, Chairman of the Board of Directors of Trung An High-Tech Agriculture Joint Stock Company, said that his company’s rice export share to the EU market has remained relatively stable. Despite fluctuations in the global rice market, Trung An’s focus on high-quality and high-value segments has helped maintain both export value and volume.
In 2024, Indonesia accounted for 13.2% of Vietnam’s total rice export turnover. However, by the end of May 2025, the country had not placed any rice orders from Vietnam. Experts believe this could create a significant gap in the international market. Nevertheless, if Vietnamese enterprises can diversify markets, improve product quality, and adapt flexibly, this situation could also become an opportunity for the rice industry. It can help the sector strengthen its position in more demanding but stable markets.
The Vietnam Food Association forecasts that with more than 4 million tons of rice exported in the first five months of the year, Vietnam’s rice industry has the potential to reach 7.5 million tons in total exports in 2025. If this growth momentum is maintained, Vietnam could not only achieve but also exceed its target. The country can also improve export quality in terms of both economic value and brand image in the global market.
Vietnamese source: https://thuonghieusanpham.vn/tu-chat-luong-den-ben-vung-gao-viet-chuyen-minh
If you are interested in Vietnamese-origin rice, please contact us:
Company: Agrideco Vietnam Co., Ltd.
Address: No 02, Alley 325 Kim Nguu, Vinh Tuy Ward, Hanoi, Vietnam
Tel/Kakao Talk/Whatsapp: +84 989 649 804
Website: https://agridecovietnam.com
Email: agridecovietnam@gmail.com