Thailand is facing a disadvantage in the fragrant rice market as Vietnam has developed a new variety, ST25, with a lower price and higher yield than Thai jasmine rice, making it a formidable competitor. Vietnam has a strategy to develop rice strains for export, reducing costs and increasing quality, yield, and income. In 2020, Thai rice exports were at their lowest in 20 years, but there is still hope for increasing exports in 2021 with positive factors and a good rainy season.