Thai rice has regained its position as Malaysia's top rice supplier in H1 2025, capturing 46% market share (328,000 tons), with projections to exceed 700,000 tons for the full year—a 20-year high. Meanwhile, exports to the Philippines jumped 110% YoY to nearly 296,000 tons in H1, with full-year target of 600,000+ tons. Key success factors cited by Malaysia's BERNAS: Thai rice quality, consistent supply, and reliable on-time delivery. The Department of Trade is actively engaging both markets to expand presence of premium varieties (jasmine, sticky rice, new cultivars).