Thailand's rice export sector faces intense global competition in 2026, with 3.9 million tonnes already shipped from a 7-million-tonne annual target. The Commerce Ministry is accelerating new market distribution and pursuing G2G sales to China (500,000 tonnes contracted, 40,000 delivered, 60,000 more pending) to sustain momentum. Export prices have improved—jasmine rice up 10.6%, white rice up 19%—though private traders warn white rice competition remains fierce from India and Vietnam. El Niño risks loom for next year's global rice balance.