A successful promotional campaign at a major food fair in Sydney has significantly boosted the popularity and premium image of Thai rice in the Australian market.
• Thai rice is now the number one imported rice brand in Australia, accounting for 35% of the market share, with import volume up 25% last year, reaching 96,182 tons.
• Although volume slightly decreased in the first half of this year, the average price per ton rose, and the positive market response indicates strong potential for future growth.
The Department of Foreign Trade (DFT) reported a sharp increase in the popularity of Thai rice in Australia following a highly successful promotional campaign at a major food exhibition in Sydney.
The campaign, part of the Fine Food Australia 2025 trade fair held from September 8–11, attracted more than 2,000 visitors to the Thailand Pavilion and underscored the strong Australian demand for Thai rice.
DFT Director-General Arada Fuangthong stated that the agency’s mission is to promote Thai Hom Mali rice as a “world-class premium product known for its unique taste, softness, and aroma.”
The campaign also aimed to raise awareness of the official certification mark for Thai Hom Mali rice. Visitors were introduced to the quality and diversity of Thai rice varieties under the slogan “Think Rice, Think Thailand”, reinforcing the product’s premium identity.
The exhibition showcased a wide selection of Thai rice types, including brown rice, white rice, glutinous rice, Riceberry, and RD43 rice—the latter two being especially popular among health-conscious consumers thanks to their medium-to-low glycemic index.
The DFT noted unexpectedly positive feedback from visitors from multiple countries, including Australia, China, South Korea, Fiji, as well as several European and ASEAN nations.
Australian consumers expressed strong confidence in the quality of Thai Hom Mali rice, noting that it is widely available in local supermarkets and Asian grocery stores.
The DFT also observed growing interest in specialty rice varieties and ready-to-eat rice products, suggesting further market expansion potential.
Each year, Australia imports at least 200,000 tons of rice, with Thai rice consistently ranking first, representing about 35% of total imports.
Last year, imports of Thai rice increased sharply by 25%, reaching 96,182 tons. While import volume and value have slightly declined in the first half of this year, the average price per ton rose to USD 938, compared with USD 872 the previous year.
The DFT believes that the positive response at the Sydney fair confirms that Australia remains a promising market for Thailand’s premium and specialty rice products. The campaign is expected to help Thailand further expand its market share in the coming years.