Japan is one of the world’s most demanding rice markets, where rice is not only a staple food but also deeply tied to culinary culture through dishes such as bento meals, onigiri rice balls and sushi. Amid rising domestic rice prices in recent years, Vietnamese rice has begun attracting attention as a promising alternative.
The certified rice has not only been exported to Japan but also reached markets in Europe and Oceania.
From the beginning of the year to mid-March, Vietnam exported approximately 1.74 million tonnes of rice worth 826.2 million USD, with an average export price of 477.6 USD per tonne, down 10.7% year-on-year.
Although the volume of individual shipments remains relatively modest, industry experts say the steady flow of exports reflects stable demand in the EU for high-quality rice.
The Vietnam - Israel Free Trade Agreement (VIFTA), which took effect in late 2024, is poised to provide a fresh boost to agricultural exports, with rice at the forefront.
Certified rice must meet traceability requirements covering production areas, varieties and cropping seasons, and comply fully with low-emission, high-quality cultivation protocols.
The collective label “Low-Emission Green Vietnamese Rice”, developed by the Vietnam Rice Sector Association (VIETRISA), is gaining strong market traction, reinforcing the image of Vietnamese rice as environmentally friendly and aligned with sustainable development.
The Singapore Government’s proposal to sign a bilateral rice trade agreement with Vietnam is expected to help stabilise Vietnam’s rice export to the city-state in the time ahead.
After the Philippines temporarily suspended rice imports for several months, Vietnamese enterprises have been proactively seeking new markets with Africa emerging as a promising destination.
Following Ghana, Côte d’Ivoire and Malaysia were the second- and third-largest importers of Vietnamese rice, with market shares of over 21% and nearly 10%, respectively.
In the first nine months of this year, Vietnam’s agricultural, forestry, and fishery exports totalled 52.31 billion USD, a 14% increase year-on-year, with a surplus of 15.93 billion USD, up 17.6%.
Vietnam’s average export price for rice currently stands at 514 USD per tonne. Although this is lower than in recent years, it remains higher than that of other suppliers, he said, noting that the global rice market is experiencing oversupply.
For the first seven months of 2025, Vietnam exported about 5.5 million tonnes of rice, generating 2.81 billion USD — a 3.1% increase in volume but a significant 15.9% decline in value compared to the same period in 2024.
The Philippines remained Vietnam’s largest rice buyer, accounting for 43.4% of total exports, though the market saw a 17.4% decline in value.
Vietnam is set to make a groundbreaking entry into the 'low-emission' rice market in Japan, with its first export shipment in June.
Vietnam aims to improve the quality and value of export rice by reducing the proportion of low and medium-grade white rice while increasing the share of aromatic, Japonica, and specialty rice varieties.
Takashi Takanashi, head of the Spice House Co., a company based in Sagamihara, Kanagawa Prefecture, specialising in wholesale imported food for restaurants and retailers, said his company is receiving increasing requests for Vietnamese rice, he said.
The Vietnamese rice sector is likely to face a host of challenges in export in 2025 after a successful year in 2024, according to experts.
After a record year in 2024 export volume and value, Vietnam’s rice sector is moving into a new year of challenges and opportunities, with significant swings expected in both supply and demand for rice on the world stage.
Vietnam’s agricultural product exports are on track to achieve an unprecedented milestone, with projected revenue reaching 60-61 billion USD this year, up 7-8 billion USD compared to 2023.