Bangkok: The Department of Foreign Trade is initiating the “Think Rice, Think Thailand” campaign on an international scale to enhance the global image of Thai rice and increase its export market share in four targeted countries. This strategic move aims to solidify Thailand’s standing in the rice export market by 2025.
According to Thai News Agency, Ms. Arada Fuangthong, Director-General of the Department of Foreign Trade, announced that this initiative aligns with Commerce Minister Suphajee Suthumpun’s policy to uplift the value of Thai rice exports and promote Thai agricultural products globally. The department plans to execute four major rice trade promotion activities in November, aiming to maintain existing markets and penetrate new ones, with a target of exporting 7.5 million tons of rice by 2025.
In China, the Department will participate in the “China International Import Expo (CIIE) 2025” in Shanghai from November 1-11, 2025. This expo, recognized as China’s largest import event, will facilitate trade promotions and business negotiations. Thailand is a key rice exporter to China, with an annual export volume ranging from 440,000 to 750,000 tons, which constitutes a 23 percent market share. The exports primarily include white rice, Thai Hom Mali rice, and sticky rice.
For Saudi Arabia, the Department will engage in “Foodex Saudi 2025” in Jeddah from November 2-7, 2025. As Saudi Arabia’s premier international food and beverage event, it offers a platform to broaden trade networks. Thailand holds a significant position among rice exporters to Saudi Arabia, exporting between 14,000 and 30,000 tons annually, equating to a 12 percent market share.
In Hong Kong, the Department will host the 8th delegation of Hong Kong rice importers from November 17-20, 2025. This delegation will tour Thai rice production and processing facilities in Bangkok, Nakhon Si Thammarat, and Phatthalung to strengthen trade relations. Thailand maintains its lead in the Hong Kong rice market, with a 60 percent share of the total rice import volume, primarily composed of Thai Hom Mali rice.
Lastly, in the United Arab Emirates, the Department will participate in the “Thai SELECT Festival 2025” in Dubai from November 28-30, 2025. This festival will promote Thai SELECT food, beverage, and restaurant products under the “5F” concept: Food, Fight, Festival, Film, and Fashion. Dubai serves as a crucial trade and logistics hub in the Middle East and is an important market for Thai rice products.
The Director-General highlighted that these activities aim to boost the recognition of Thai rice globally in terms of quality, standards, and taste, thereby reinforcing Thailand’s role as a leading global rice exporter. The “Think Rice, Think Thailand” initiative is designed to encourage consumers in China, Hong Kong, Saudi Arabia, and the United Arab Emirates to associate Thai rice with premium quality, ensuring Thailand’s continued prominence in the international rice market.