To be allowed into Japan, ST25 rice with the brand name “A An” had to pass more than 600 technical standards. It also had to satisfy the tastes of Japanese people, who are quite fastidious. According to a representative from the Tan Long Group, the company has been focusing on rice production in the Mekong Delta since 2017, consuming rice directly from farmers and contributing to improving product value and increasing farmers’ incomes. The Suntomi International Company is importing the ST25 rice, and the famous Vietnamese product is being distributed by the Spice House Company to Japanese supermarkets and stores. ST25 rice has been also exported to a number of other markets, such as Sweden and Germany. Its presence in Japan, one of the most demanding markets in the world, is testament to its quality and creates more opportunities for producers and traders./.