In this exclusive interview, Pol Lt. Charoen Laothamatas, President of the Thai Rice Exporters Association, reveals a striking truth about global rice consumption. Even during the pandemic, when international freight rates soared to an unprecedented US$1,000 per ton, the United States alone consumed 50% of Thailand's total jasmine rice exports.
"It's like their obsession with coffee," he says. "Jasmine rice is no longer a luxury—a daily essential."
A legendary figure in the global rice industry and a former student in Hong Kong, Charoen speaks with the sharpness of a strategist when asked about growing competition from low-cost rice exporters like Vietnam and Cambodia. "Thailand's market share in Hong Kong indeed dropped from its peak in the 1990s to around 60% today," he admits. "But Hong Kong consumers continue to show us that true value isn't found in a price tag—it's in that unforgettable aroma that rises the moment a bag of jasmine rice is opened. That sensory memory is irreplaceable."
A quiet packaging revolution began as supermarket culture emerged in 1970s Hong Kong, and Thai rice faced short supply. The introduction of 5kg small packages by Golden Resources Group addressed the rice shortage crisis at the time and set a gold standard for global grain trade—one that still shapes consumer behavior worldwide.
Like aged jasmine rice, the connection to Hong Kong only deepens with time. From his student days to his current leadership at the helm of Thailand's rice diplomacy, Charoen holds fast to a promise made long ago: "Let's say you don't expect any shortage in Hong Kong for Thai Hom Mali Rice. We always find a way out. We always give priority to the Hong Kong market.」
Special thanks to the Royal Thai Consulate-General in Hong Kong and Ms. Connie Leung, Special Correspondent of DotDotNews, for their special support and assistance during the Thailand Rice Convention.
(Video Shooting: Felicia Li; Video Editing: Jack Wang; Editor: Felicia Li)
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