Unlike regional competition, Vietnamese branding approaches of well-established rice varieties could still see some improvements because of existing ambiguities in the product development strategies of the responsible government agencies.
The PAN Group has been authorised to register ownership rights for the ST24 and ST25 rice varieties in foreign markets and protect related trademarks.
The Vietnam Trade Office in Australia has said it has taken measures to protect Vietnamese rice trademarks after an Australian firm registered for trademark protection of rice varieties ST24 and ST25.
A representative of the Vietnam Trade Office in Australia has said the office is deploying emergency measures aimed at protecting Vietnamese rice trademarks
If certain legal entities in the US successfully register the ST25 rice brand, Ho Quang Cua, the real owner of the brand, will lose ownership and it will be very difficult to claim it back.
Vietnam may be one of the world’s top rice exporters, but its reputation as a low-quality producer and lack of an appealing national brand has ensured its exports do not fetch high prices.
The Philippines and China, Vietnam’s two major rice export markets, may reduce rice imports in 2020.
The Philippines and the Ivory Coast have outstripped China to become the two largest consumers of Vietnamese rice, according to figures released by the General Department of Vietnam Customs.