HONG KONG – Last week, USA Rice exhibited at the U.S. Pavilion of HOFEX 2025, the largest international food and hospitality trade show in Hong Kong and one of the largest in the region with more than 1600 brands and 30,000 buyers represented. As a key exhibitors at the USA Pavilion, USA Rice engaged with approximately 30 high-potential new contacts across Hong Kong and the surrounding Asian markets, reinforcing the growing demand for U.S.-grown rice.
At the USA Rice booth, visitors sampled U.S. brown and white medium-grain, receiving positive feedback from key stakeholders. Senior leaders from the U.S. Department of Agriculture (USDA) and the U.S. Consulate visited the booth, tasting the rice and discussing market opportunities in Hong Kong.
“The event featured an exciting daily chef demonstration at the USA Pavilion where Mark Slupek, acting associate administrator and general sales manager for the USDA Foreign Agricultural Service, showcased a flavorful gumbo recipe made with U.S. rice,” said USA Rice COO Sarah Moran. “The live cooking session highlighted the dynamic profile of U.S. rice in a tasty and engaging manner.”
Hong Kong is a small but high value market, bringing in an average of 3,300 MT annually over the past five years, valued at approximately $3.3 million.