USDA Foreign Agricultural Service Videos Promote U.S. Rice

White man wearing apron prepares food for an audience, small American flag on the counter
In the spotlight with U.S. rice
May 04, 2022
SHANGHAI, CHINA & OSAKA, JAPAN -- To help rice traders and consumers in China access timely information about U.S. rice, USA Rice China has added Chinese subtitles to two “DelicioUS!” videos produced by the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS), as well as the USA Rice virtual Farm & Mill Tour video, and posted them on the social media platforms, WeChat and Weibo.

“We all know short videos can deliver a wealth of information,” said Jim Guinn, USA Rice director of Asia promotion programs.  “With that in mind, USA Rice also shared nine rice-centric videos prepared by the Agricultural Trade Office (ATO) in Guangzhou in 2021 that provide basic introductions for short grain, medium grain, long grain, and parboiled rice, as well as rice recipes.”

In total, these videos have generated more than 200,000 views – a Kimichi fried rice video is the most popular video on Weibo, while the virtual farm tour is the most popular one on WeChat.  The USA Rice Weibo account is consumer targeted, while the WeChat account is targeted at the trade.

“No matter the content or focus, each video delivers the key message that U.S. rice is a sustainable crop with high quality and versatility,” said Guinn.  “And this is what we want Chinese rice traders and consumers to learn about and keep top of mind.”

Another ATO video from Osaka, Japan, features John C. Taylor, principal officer at the U.S. Consulate in Fukuoka, who hosted a cooking seminar giving participants a literal taste of U.S. food culture.  Taylor presented a southern specialty, sausage gumbo, using U.S. medium grain, and emphasized the versatility of U.S. rice and how easily it can be incorporated into a wide range of global cuisines.  A video of the session will be posted on the FAS Japan website.

“USA Rice works closely with Foreign Agricultural Service ATOs around the world to promote U.S.-grown rice, and these videos and events are a prime example of the support we receive from the government,” said Guinn.