Targeting a demanding market like Japan is not just a challenge but also a strategic move to elevate the value and global position of Vietnamese rice. Amid rising global rice prices and a supply shortage in Japan, this is a golden opportunity for Vietnamese rice to prove its quality and win over one of the world’s most discerning consumer bases.

Why Choose Japan? Turning Challenges into Opportunities

The Japanese market is known for its strict standards on quality, food safety, and traceability—criteria that make many rice-exporting countries hesitant. However, Vietnamese businesses are taking bold steps by proactively targeting Japan to reposition Vietnamese rice in the premium segment.

Mr. Pham Thai Binh, Chairman of Trung An High-Tech Agriculture JSC, shared:
“This May, we will export our first shipment of carbon-labeled rice to Japan. The FOB price exceeds USD 800 per ton—a clear indicator of the value Vietnamese rice can achieve when meeting market standards.”

Vietnam’s Japonica rice, which closely resembles local Japanese varieties in both appearance and flavor, holds strong potential, especially as Japanese consumers struggle with rapidly rising rice prices.

Vietnamese Rice Must Be More Than Just “Delicious”

To export rice to Japan, Vietnamese businesses can no longer rely on taste or low cost alone. They must follow Japan's technical farming processes—covering seeds, cultivation, packaging, and logistics.

Trung An Company has closely partnered with Japanese stakeholders: receiving seeds, hosting Japanese engineers for hands-on training, and undergoing rigorous quality inspections. This highlights the necessity of a mindset shift—from production to end-to-end supply chain management—for those aiming to enter premium markets.

The PAN Group, through its subsidiary Vinaseed, has also strategically expanded exports to high-standard markets, especially Japan. Deputy Chairwoman and CEO Nguyen Thi Tra My stated:
“We are confident in our quality and our ability to ensure traceability—from seed to table.”

Sustainability: The Key to Global Competitiveness

Penetrating the Japanese market isn’t just a commercial endeavor—it’s a leap forward in sustainable development. One clear example is the TRVC project (Transforming Rice Value Chains for Climate Resilient and Sustainable Development in the Mekong Delta), funded by the Australian Government with participation from Vinaseed.

The project has already shown tangible benefits: nearly 3,900 tons of CO₂ emissions were reduced in the first crop, earning a reward of 28,600 AUD. This proves that combining high-quality rice production with emission reductions not only benefits the environment but also creates added value for businesses.

Japan’s Rice Shortage: A Timely Opening for Vietnam?

According to Japan’s Ministry of Agriculture, the average rice price has surged to 4,220 yen (approx. USD 29.38 for a 5kg bag). With inflation making local rice less accessible, the Japanese government has taken the unprecedented step of releasing rice from reserves.

This measure is expected to last until July 2025, yet supply shortages remain unresolved. Meanwhile, private Japanese companies are planning to import rice beyond quotas and with tax exemptions.

This creates an ideal window for Vietnamese rice—if it can meet technical and regulatory standards—to enter the market at competitive prices and volumes. As Mr. Pham Thai Binh emphasized:
“What matters most is whether Vietnamese rice can meet the technical requirements and standards of the Japanese market.”

What It Takes: Closed-Loop Value Chains & Strong Linkages

To effectively tap into the Japanese market, businesses must restructure production from the ground up—starting with seed selection, cultivation, and standardization according to import regulations.

Vietnam’s national plan to develop 1 million hectares of high-quality, low-emission rice cultivation in the Mekong Delta by 2030 is a pivotal step toward this goal.

Businesses will play a leading role, forming tight partnerships with farmers through production contracts, seed supply, technical support, and guaranteed purchasing. For farmers, complying with technical standards not only boosts productivity but also allows access to premium markets and higher profits.

Fierce Competition: The U.S., Thailand, China, and Australia

Vietnamese rice won’t be competing alone in Japan. Long-established exporters like the U.S., Thailand, China, and Australia remain strong contenders with extensive experience and resources. Moreover, Japan imports rice via two channels: government and private enterprises.

According to agricultural expert Hoang Trong Thuy, for Vietnam to stay competitive, it must continuously improve techniques, traceability down to native seed levels, and meet organic certification—key demands from Japanese buyers.

Don’t Just Chase Volume—Focus on Value

In today’s globalized world, with free trade agreements (FTAs) increasingly taking effect, Vietnamese rice exporters must shift their focus from quantity to value. Japan can be a vital launchpad for building a premium rice brand.

Achieving this requires industry-wide coordination: from production planning and post-harvest technology to logistics and international marketing. This is an opportunity not just to sell more, but to sell better—with higher added value.

With positive signals from the Japanese market and growing commitments to emissions reduction, traceability, and production linkages, Vietnamese rice has the opportunity to elevate its global reputation—not just in Japan, but around the world.

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