Despite its status as one of the world’s leading rice exporters, Vietnam faces significant challenges in building a unified national rice brand. Ho Quang Cua, developer of the award-winning ST25 rice, recounted difficulties with trademark registration and international competition. In 2021 alone, 30 businesses attempted to claim the ST25 trademark before Cua secured it in 2023.

Experts emphasize that quality control and capital access are critical. Initiatives like the one-million-hectare high-quality, low-emission rice production in the Mekong Delta have increased productivity and farmers’ incomes while reducing costs. However, agricultural expert Hoang Trong Thuy warns that Vietnam’s fragmented production and lack of export standards hinder global recognition of its rice.

Lessons can be learned from Thailand, which standardized its Hom Mali rice and linked the brand to national identity with messages like "Think Rice, Think Thailand." Experts urge Vietnam to implement similar strategies to promote its rice in international markets.