From "lightning speed" to conquering the high-end market
According to data from the Customs Department, as of August 15, 2025, Vietnam had exported nearly 5.88 million tons of rice, bringing in more than 3 billion USD. The average export price reached nearly 512 USD/ton, a figure that clearly shows the shift from quantity targets to increasing value. The EU is one of the key markets for Vietnamese rice.
Regarding the agricultural market in general and rice in particular, Mr. Tran Van Cong - Vietnam's Agricultural Counselor in the EU market said that in 2024, Vietnam will rank 12th among the largest agricultural export partners to the EU (ranked higher than Thailand's agricultural export to the EU). In the first 6 months of 2025, the export turnover of agricultural, forestry and fishery products to the EU reached 4.17 billion USD, an increase of 50% over the same period.
For rice alone, the total capacity of the EU rice market is currently about 3.3 million tons, of which consumption for people and livestock is about 2.56 million tons, export to third countries is 320 thousand tons and reserves are about 400 thousand tons.
The demand for rice in the EU market is increasing steadily over the years. The EU's intra-bloc output is stable at 1.7 - 1.8 million tons per year and meets about 70% of the consumption demand in the region. The EU imports 1.7 - 2.2 million tons annually. The EU mainly imports semi-milled or fully milled rice, polished or not (HS code 100630), accounting for nearly 50% of total imports; followed by products such as brown rice; broken rice and paddy. Regulation EU2021/760 provides guidance on the allocation and procedures for importing rice from Vietnam within the framework of the EVFTA. Accordingly, the EU grants Vietnam a quota of 80,000 tons of rice, with a tax rate of 0%, including 20,000 tons of unmilled rice, 30,000 tons of regular white rice and 30,000 tons of fragrant rice. Processed rice products have a tax rate of 0%. The EU stipulates a tax rate of 65 Euro/ton for broken rice and 175 Euro/ton for other types of rice.
Within the framework of the implementation of the Vietnam - Europe Free Trade Agreement (EVFTA), Vietnam currently has 9 fragrant rice varieties enjoying preferential tariffs within the quota when exporting to the EU, including: Jasmine85, ST5, ST20, Nang Hoa 9, VD20, RVT, OM4900, OM5451 and Tai Nguyen Cho Dao. In 2025, the value of rice export turnover tends to decrease after a long period of outstanding growth in 2024. The average export price of rice decreases compared to 2024 due to high inventories in the Philippines and Indonesia, competing with major producing countries such as India and Thailand. In addition, the Philippines, Vietnam's largest rice export market, accounting for over 40% of the export turnover, has just ordered a suspension of rice imports within 60 days from September 1, 2025 to protect domestic production. This could be a short-term impact factor when contracts are suspended, causing oversupply and reducing export value.
In the context of the fluctuating rice export market, the Ministry of Agriculture and Environment focuses on continuing to maintain traditional markets, while expanding to other potential markets. In addition, research is shifting strongly to the EU, South Korea, Japan and Singapore markets (for processed products such as vermicelli, noodles, macaroni, pho); finding solutions to reduce logistics costs to expand to potential markets Ghana, Ivory Coast and UAE with fragrant rice and white rice varieties.
Building a brand, the key for Vietnamese rice to firmly enter the EU
Although the domestic market is the mainstay, Bao Minh Agricultural Processing Trading Joint Stock Company still allocates 10 - 15% of output for export, focusing on high-end varieties such as Japonica and ST25. The company's main markets are Europe, including Germany and the Netherlands.
Speaking to reporters of the Industry and Trade Newspaper, Ms. Bui Thi Hanh Hieu - General Director of Bao Minh Agricultural Products Processing Trading Joint Stock Company said that on a national level, Vietnam is strongly shifting to exporting high-value rice. “In the first 6 months of 2025, Vietnam surpassed Thailand to become the second largest rice exporter in the world, after India. The Government has also issued drastic instructions to maintain and consolidate this achievement, requiring ministries and branches to remove difficulties to carry out "lightning-fast" exports. Some types of Vietnamese specialty rice have been exported to Europe at prices of over 1,200 USD/ton,” Ms. Bui Thi Hanh Hieu said. However, one of the major challenges for the Vietnamese rice industry is trade barriers and policies from importing countries. In addition, to take advantage of free trade agreements such as the EVFTA with the EU, Vietnamese rice must meet strict technical standards. According to Bao Minh representative, the fundamental solution lies in the systematic planning of growing areas and synchronous investment from the Government in infrastructure, logistics, preliminary processing and preservation.
Mr. Tran Van Cong assessed that the potential to promote the export of agricultural, forestry and fishery products to the EU market is still very large. However, the proportion of processed and value-added products exported from Vietnam to the EU is still low, a sustainable distribution channel has not been created, there is no brand, and the ability to be present is not popular. In addition, the EU always sets high standards on food safety and sustainable development and continuously updates them.
"The EU is shifting to green and clean consumption, requiring meeting sustainable development standards on labor, environment, emission reduction, integrated value - the heritage of agricultural products. Vietnamese export enterprises are still weak in preparing raw materials, investing in machinery and technology, brands, marketing and promotion costs, foreign trade operations...", Mr. Cong said.
To exploit the potential EU market, Mr. Tran Van Cong recommended that Vietnam needs to develop raw material areas that meet EU standards. In addition, it is necessary to strengthen the building of national brands, product and business labels for agricultural products exported to the EU, increase the ability to identify Vietnamese agricultural and food products in the EU market, penetrate deeper, diversify product types into channels and distribution chains in the EU.
At the same time, implement the development of a long-term, proactive communication strategy to limit negative communication about Vietnamese seafood in the EU; review and complete the system of standards and regulations on quality, food safety, sustainability, etc. in accordance with and refer to EU standards.
Rice industry experts commented that compared to competitors in the region such as Thailand, Vietnam has the advantage of diversity in geographical regions and climate, allowing for multiple rice crops and the development of different specialty rice varieties. From high-quality rice growing areas in Long An, An Giang, Dong Thap to typical rice varieties of the Northwest region, Vietnam has a rich product portfolio to meet the diverse needs of the world market.
With a strategy focusing on quality, building a national brand and support from government policies, the Vietnamese rice industry is expected to continue to develop sustainably, maintaining its leading position on the global rice export map.

Source: Vitic/ congthuong.vn