Vietnam must build stronger branding to elevate its premium rice: VFA chairman

He made the assessment during 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.

Nam said 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.

Asked why Vietnam continued to enter ST25 instead of newer varieties, Nam explained that although the country has many premium grains, most lack branding, commercial viability or genetic stability.

Developing a world-recognized agricultural brand requires years of market cultivation and sustained promotion, he added.

He noted that even ST25 remains unfamiliar to many consumers globally and even within Vietnam.

Until another variety proves capable of replacing it, ST25 remains the strongest candidate for international competitions.

The VFA chairman said ST25’s continued success brings valuable visibility to Vietnam’s rice sector.

Competing nations such as Thailand, India and Cambodia already have internationally recognized flagship varieties, and ST25’s global wins help elevate Vietnam’s standing, opening doors to new markets and partnerships.

However, he stressed that businesses must build sustainable strategies to maintain momentum and develop premium Vietnamese rice into a well-known global product.

Nam emphasized that no product can succeed globally without strong backing.

To commercialize ST25 effectively, he said Vietnam needs a clear national strategy, supportive policies and strong coordination among ministries, associations and enterprises.

ST25 should be treated as a national product, deserving special mechanisms to support protection, branding, and global distribution.

He added that companies should build their own distribution systems and partner with reputable retail chains to minimize the risk of counterfeit products.

At the Phnom Penh competition, Vietnam’s ST25 and Cambodia’s Phka Romdoul jointly won first prize in the World’s Best Rice Award 2025.

The competition was part of the 17th World Rice Conference, organized by The Rice Trader from November 7-9 in Phnom Penh.

This is the third time ST25 has topped the contest, following victories in 2019 and 2023.

This year’s competition included entries from Cambodia, Vietnam, Thailand, India, Australia and the Philippines.