Entrepreneurs Invited to Fine Rice Festival at One Bangkok, 22 to 25 October 2026

The Ministry of Commerce, represented by Dr Kirida Bhaopichitr, Assistant Minister at the Ministry of Commerce, presided over the opening of the Fine Rice Festival, or KHAOPRANEAT Fair 2026, at Parade Square, G Floor, One Bangkok shopping centre, held from 22 to 25 October 2026. The event advances the policy of Suphajee Suthumpun, Deputy Prime Minister and Minister of Commerce, who aims to elevate Thai rice into a high-value product through the strengths of its varieties and local wisdom. The fair brings together 466 high-potential producer groups from across the country to showcase their products and provides a space for direct trade connections with hotels, restaurants and major buyers.

Elevating Thai Rice Quality Across the Production Chain Through a Taste Database

Global rice trade is currently facing intensifying competition, with buyers no longer making decisions based solely on price and volume, but also placing importance on quality, production standards, sustainability and niche consumer demands. At the same time, Thai farmers continue to face rising cultivation costs, limitations in yield per rai and climate variability. The Fine Rice project therefore focuses on developing quality from selecting varieties and planting areas, crop care and harvesting, processing and standard control, through to building brands with clear selling points that can be sold at prices reflecting their true value.

The Department of Internal Trade was assigned to select 466 fine rice producer groups from across the country to develop in-depth product data covering both cultivation origins and taste characteristics. Communicating this information uses the Rice Taste Profile and Rice Flavor Wheel tools to help business operators and consumers more easily understand the differences in aroma, taste and texture of each type of rice. A clear example of success is Hom Bai Toey pandan-scented rice from Nakhon Sawan Province, which previously sold for approximately 35 baht per kilogramme. Once producers systematically communicated data on the unique characteristics of the variety and its taste, they were able to increase the selling price to 60 to 80 baht per kilogramme.

Activities at KHAOPRANEAT Fair 2026 and Regional Market Expansion Plans

The event at One Bangkok shopping centre focuses on connecting farmers with the market under the approach of market-led, innovation-driven income growth, enabling producers to use buyer demand data to plan their cultivation appropriately. Visitors will experience the diversity of Thai rice, which goes beyond its well-known aroma, through key activities at the fair.

• Rice Tasting Tasting sessions featuring diverse rice varieties to compare differences in aroma, taste and texture
• Rice Pairing Pairing each rice variety with different types of dishes
• Praneat Studio Workshop activities to build knowledge and understanding of Thai rice
• Praneat Stories A stage presenting the stories and unique identities of fine rice from production areas across the country
• Business Matching Business matching negotiations between farmer groups and buyers, hotels, restaurants and chefs to expand long-term distribution channels

In addition to the event in Bangkok, the Ministry of Commerce plans to continuously organise regional marketing promotion activities for fine rice. The next event will be held at Jing Jai Market in Chiang Mai Province to give farmers the opportunity to hold direct trade negotiations with local restaurants, chefs and buyers. This will then build towards the Thailand Rice Fest 2027 stage to broaden awareness of the value of Thai rice and sustainably raise farmers' incomes.

This news is of particular interest to hotel purchasing professionals, restaurant operators and chefs seeking high-quality Thai rice ingredients with clear taste profile data to develop into regular dining room menu items. Meanwhile, event organisers looking to source story-driven local ingredients for banquets and receptions can engage in direct business matching negotiations with producer groups. Tourists and general consumers interested in tasting special rice varieties from across the country can also visit to join the activities and purchase products throughout the event period.