For Viet Nam, one of the world’s top rice exporters, targeting mid-sized markets with stable demand, high quality standards and near-total reliance on imports such as Israel is proving to be a smart strategic play.

The Department of Domestic Market Management and Development has reported that nearly six tonnes of rice were sold during a successful livestream session held on the social media platform TikTok as part of the 2025 Viet Nam Agricultural Products Week.

Prime Minister Pham Minh Chinh on September 9 signed an official dispatch ordering ministries, agencies and localities to step up measures to promote rice production and export while ensuring domestic market stability.