Illustrative image. (Photo: VNA)

Hanoi (VNA) – There is still room for Vietnamese exports to grow in the Association of Southeast Asian Nations (ASEAN) market, including rice, the country’s main export product. However, it is necessary for companies to consider each country’s import demand, pay attention to brand building and improve the competitiveness of Vietnamese rice, experts said.

According to Nguyen Thi Thu Thuy, deputy director of the Export Support Center of the Trade Promotion Agency of the Ministry of Industry and Commerce, given that the 700 million ASEAN market has much in common. with Vietnam in terms of culture and habits, Vietnamese rice has a lot of potential in this market. However, as the country has gradually shifted to producing higher quality rice, it will be difficult in the future to compete with affordable brands from India, Myanmar and Pakistan.

Given the context in which most ASEAN countries have changes in the demand and import conditions for rice, exporters should review the needs of each market, thus having an appropriate strategy for product restructuring, promotion and marketing, she said.

Pham The Cuong, Vietnam’s trade adviser to Indonesia, said demand for high-quality rice in the host country is increasing amid still limited domestic supply. Therefore, the promotion of high quality Vietnamese rice such as ST 24 and ST 25 should be continued in this potential market.

Tran Le Dung of the Vietnam Trade Office in Malaysia said the Vietnamese rice accounts for a large market share in the total amount of imported rice in the country. However, this item is usually imported raw, then packaged and labeled with their company branding. Therefore, consumers hardly know the rice brand of the importer.

To improve this situation, Dung suggested that Vietnamese companies send samples to the shelves of some Malaysian supermarkets, saying it is a sustainable way to access the local market.

Cao Xuan Thang from the Vietnam Trade Office in Singapore said that although the export potential of Vietnamese rice in Singapore is still very large, Singapore is a tough market with strict quality requirements and very competitive prices. Therefore, exporters should pay particular attention to this factor./.