When Thai Rice Became the Star of the Sydney Food Scene
What began as a booth at a major Sydney food expo quickly turned into a fragrant celebration of Thai grain craftsmanship. From September 8 to 11, more than 2,000 visitors flocked to Thailand’s stand — not for flashy gadgets or celebrity chefs, but for the irresistible scent and silky texture of Hom Mali rice. If you’ve ever wondered how a humble grain can steal the spotlight, this was that moment.
Hom Mali: aroma that does the talking
Department of Foreign Trade Director-General Arada Fuangthong put it plainly: the campaign aimed to present Thai Hom Mali as a “world-class, high-quality product with a unique taste, softness, and aroma.” And judging by the crowds, the message landed. Visitors sampled steaming spoons of Hom Mali and left with the sort of slow, satisfied smiles that come from perfect rice — the kind that clings just enough, fluffs without collapsing, and leaves a floral whisper in the air.
Beyond the classic: a rice wardrobe for every taste
But the display wasn’t a one-hit wonder. The booth showcased an array of varieties to suit modern diets and palates: classic white and brown rice sat alongside health-focused options like Riceberry and RD43 — the latter celebrated for its medium-to-low glycaemic index. Shoppers could taste, compare, and learn why different rices suit different recipes, lifestyles, and nutritional needs.
There was also a push to familiarise Australian consumers with the official Thai Hom Mali certification mark, an important cue for shoppers hunting premium authenticity — and a neat reminder of the slogan plastered across the booth: Think Rice, Think Thailand.
Not just Australians: a global show of hands
Arada noted the reaction exceeded expectations. Interest didn’t stop with local buyers; trade visitors from China, South Korea, Fiji, Europe and ASEAN countries stopped by to sample and talk business. Australia, she said, already recognises Thai rice as a premium product — it’s a staple in supermarkets and Asian grocery shelves across the country. At the expo, that recognition translated into enthusiasm and clear trade opportunities.
Numbers that matter
To put the momentum in perspective: Australia imports roughly 200,000 tonnes of rice annually, and Thailand consistently holds the crown, accounting for around 35% of those imports. Last year saw Thai rice imports rise by 25% to more than 96,000 tonnes, and while there’s been a slight dip in the first half of this year, the average export price climbed to about US$938 (34,500 baht) per tonne — up from US$872 last year. Those figures make it clear why Thai exporters are keen to build on the buzz.
Opportunities on the plate — and the supermarket shelf
The DFT also picked up on growing consumer curiosity for speciality rice and ready-to-eat rice products — categories ripe for innovation. Ready meals that pair Hom Mali with regional Thai flavours, premium single-origin offers, and health-oriented lines featuring Riceberry or RD43 could all expand Thailand’s foothold in Australia’s evolving food market.
Think of it this way: Australians already want premium rice. The expo gave them new reasons to choose Thai — certification, variety, traceability and that unquestionably alluring aroma.
Why this matters for Thailand
Events like the Sydney expo serve two purposes. They sell rice today and build expectation for tomorrow. Demonstrating that Hom Mali can be positioned as a premium, traceable ingredient helps Thailand command higher prices and greater market share. It’s a branding win that aligns quality perception with real-world sales — and sets the stage for exporters to innovate with specialty grains and convenience formats that suit busy, health-conscious consumers.
A fragrant future
The takeaway is simple and satisfying: Australia remains one of Thailand’s strongest markets for premium rice, and a few days of steaming bowls and informed conversation in Sydney helped seal that relationship. As organisers and exporters digest the positive feedback, expect fresh product launches, more certified Hom Mali on shelves, and a continuing love affair between Australian cooks and Thailand’s most famous grain.
After all, when it comes to rice, texture and aroma can make lifelong fans — and in Sydney, Thai rice proved it can win them by the spoonful.
Photo credits: Thailand Foundation; Money & Banking Online (Arada Fuangthong)
Thrilled to see Hom Mali resonate with so many visitors in Sydney; it was more than a campaign, it felt like a conversation. We aimed to showcase quality, traceability and variety, and the turnout suggests the message landed. Thanks to everyone who stopped by and shared feedback.
Great to hear, but did the expo translate to better prices for small farmers or just bigger orders for exporters? Farmers here often see buzz without the benefits, and I worry about that. Can you share how the gains are shared down the supply chain?
Important question — we are pushing for certification and traceability schemes that include smallholder recognition, and some export contracts now specify fair procurement practices. It’s slow work, but building premium positioning helps negotiate better terms for producers. We will continue advocating for inclusive value chains.
Advocacy sounds good, but show me the contracts. Too often ‘traceability’ is marketing without enforcement, and farmers get left with the same low margins. Transparency needs teeth.
Exactly, Jason. If certification just raises retail price but not farmgate pay, it’s lipstick on a pig. Real change means direct premiums or cooperative negotiation power.
We’re working with cooperatives and some importers to pilot premium shares and direct sourcing models, and we will publish updates as pilots conclude. Your scrutiny is fair and necessary to keep the system honest.
Sounds like classic marketing to me: smell and softness sold as ‘world-class’. I like good rice as much as anyone, but hype can hide issues like sustainability and labor rights. Who is checking those boxes?
Not all marketing is bad, Maya. Consumers need cues to choose higher-quality food, and certification can help if it’s legitimate. That said, independent audits and consumer education should be part of the package.
Alright Joe, I agree certifications help, but too many marks confuse shoppers and mean little. We need a single, strict standard or a trusted third party to validate claims.
Rice smells sooo good there, my mum would buy it for dinner. I like when rice sticks a bit and tastes flowery. Can I have some next time?
Liam, Hom Mali is perfect for jasmine rice dishes and sticky textures while staying fluffy, so your mum would probably love it. It’s great for weeknight dinners and pricy enough for special occasions. Try it with coconut chicken.
As a nutritionist I just want to add that variety matters; white Hom Mali is delicious but pairing with brown or Riceberry adds fiber and micronutrients. Parents should balance taste and nutrition especially for kids.
All this praise is fine until we talk methane, water use and land conversion. Premium rice doesn’t erase the environmental footprint of paddy cultivation. Who at the expo addressed sustainability?
I asked about sustainable practices at the booth and was told about some pilot projects for Alternate Wetting and Drying. Promising, but pilots are not industry-wide. Consumers need to pressure for ecosystem-level change, not just branding.
From a research perspective, AW D and breeding for low-methane varieties can make a difference, but it requires policy incentives and farmer training. Market premiums can help if they fund transitions, otherwise adoption stalls.
Then export campaigns should link premiums to sustainability adoption targets. Otherwise it’s greenwashing when the price goes up and practices stay the same.
I grow RD43 and participated in a local certification program, but exporters still buy by bulk and pay minimal premiums. Expo buzz helps exporters, not always growers. How do we fix the disconnect?
Trade shows are about demand creation and relationship building; they are not supposed to rewire domestic procurement overnight. That said, big importers do look for traceable suppliers after seeing demand signals. It can lead to contracts.
We are aware of the gap and are facilitating matchmaking between cooperatives and importers interested in traceable RD43 and Riceberry. It won’t be immediate, but structured contracts with premiums are part of our follow-up plan.
If that matchmaking brings real contracts and timely payments, I will believe it. Many of us need cash flow guarantees before investing in certification.
Ready-to-eat Hom Mali meals are a huge opportunity. Busy Australians will pay for convenience and flavor, and the premium could support traceability. Why aren’t more brands doing this already?
They are, but consumer education is key. Ready meals must demonstrate authentic regional flavors and justify the price with visible provenance cues on packaging. Retail partnerships and online DTC channels will accelerate adoption.
Retailers are conservative; they want predictable supply and margin. If exporters can guarantee both with certifications and stable logistics, shelves will follow. Start small with premium SKUs to test demand.
Those import stats sound convenient. A 25 percent rise then a dip — convenient narrative for boosting prices. Are we sure these numbers exclude re-exports or stockpiling?
The figures quoted are consistent with export and import reports I track, but you’re right to be skeptical. Short-term fluctuations often reflect harvest cycles, currency moves and logistic constraints, not only demand.
Fair, but transparency from both governments on stock and from traders on contract types would calm the market. Otherwise every expo becomes a price lever.
I love Hom Mali, but calling rice a superstar feels odd. Are we commodifying culture by turning a staple into a luxury product for foreign markets? That seems ethically murky.
Cultural pride and commercial interest can coexist. Promoting a traditional product internationally raises awareness and can empower producers if handled ethically. The issue is balance, not rejection.
As a cook, I see it as cultural exchange. People try Hom Mali and learn about Thai cuisine, which can be a gateway to respect for traditions. But Sam, your point about not erasing origin stories is valid.
Okay, cultural exchange I can accept if origin, farmers and traditions are credited and benefit. Otherwise it’s just exoticism and price-gouging.
RD43 having a medium-to-low glycaemic index is exciting for health-conscious shoppers, especially diabetics. But we need accessible labeling and education to make it useful. Otherwise the health angle stays niche.
Agree, Anika. Nutritional claims should be clear and regulated to prevent consumer confusion. Retailers and public health groups can collaborate to create simple, trustable guides for shoppers.
From a kitchen perspective, Hom Mali’s aroma changes a dish. It elevates simple recipes and allows chefs to reduce heavy sauces to let the grain shine. The real win is culinary versatility, not just packaging.