Market diversification – The key to increasing the value of Vietnamese rice export

Vietnamese rice export value and volume in the first 10 months of 2025 declined compared to the same period last year. However, the country remains among the world’s top exporters. At the same time, it continues to strengthen its position through a strategy of market expansion. In addition, it engages multiple partners and diverse trade channels.

In October 2025, Vietnam exported 421.1 thousand tons of rice, earning USD 216.9 million. Cumulatively over the first 10 months, exports reached 7.2 million tons, equivalent to USD 3.7 billion. This represented a 6.5% decrease in volume and a 23.8% decrease in value compared to the same period in 2024. The average export price over 10 months was USD 511/ton, down 18.5% year-on-year.

The Philippines remains the largest market with a 41.4% share, followed by Ghana (12.3%) and Ivory Coast (11.3%). Compared to the same period last year, exports to the Philippines fell 27.1%. Meanwhile, Ghana increased 47.3%, Ivory Coast rose 94.5%, and Bangladesh recorded the strongest growth at 155 times. In contrast, Malaysia saw a 53.3% decline.

Vietnamese rice export

Despite slower markets, Vietnamese rice export maintains a competitive position. According to the Vietnam Food Association (VFA), 5% broken rice from Vietnam is priced around USD 415–430/ton. This level is higher than Thailand (USD 338/ton) and India (USD 344–350/ton).

Experts note that these results are notable given that many countries maintain import barriers. In addition, the Philippines may extend its import suspension for another 15–30 days. It may also raise tariffs to 35% and possibly close imports until the end of the year.

Domestically, heavy rains and upstream flooding in the Mekong Delta affected Autumn-Winter rice areas. Nevertheless, Vietnam can still maintain exports of about 500 thousand tons per month by opening new markets in Africa, said Mr. Đỗ Hà Nam, Chairman of VFA.

Mr. Lê Thanh Tùng is the Secretary-General of the Vietnam Rice Industry Association. He said market diversification and the development of low-emission rice are key pillars for maintaining Vietnam’s competitive advantage. Vietnamese rice is currently available to around 150 countries and territories. Major markets include the Philippines (about 3 million tons), Indonesia (2 million tons), and China (up to 3 million tons at certain times).

Vietnamese rice enterprises are actively expanding exports to Africa. They proactively access information and import policies from new markets to adjust sales rhythms and avoid dependence on a single market.

ST25 rice from Vietnam

Vietnamese rice has two outstanding comparative advantages. First, its quality matches international consumer preferences, with long, white, soft grains and a mild aroma. Second, its flexible crop cycles and high productivity help optimize costs, reduce prices, and ensure profits for both farmers and businesses.

Phùng Đức Tiến is the Deputy Minister of Agriculture and Environment. He stated that despite complex market fluctuations, Vietnam can maintain rice exports of around 8 million tons in 2025. This level would allow the country to surpass Thailand and retain its position as the world’s second-largest rice exporter. A multi-market strategy is not just a short-term adaptation measure. It is also a key factor in raising export value in the long term.

It is clear that when global supply chains are affected by extreme weather and trade barriers, maintaining the principle of “not putting all eggs in one basket” is essential. This approach allows Vietnamese rice to create a distinctive position by not only sustaining volume but also enhancing value, reputation, and brand recognition on the global trade map.