Rice consumption per capita in many Asian countries decreased, but it is consumed more in non-rice-eating countries. This study aimed to investigate consumer preferences and attitudes toward Jasmine rice among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Factor analysis of consumers¿ buying decision criteria yielded four factors: marketing activities (explained variance 26.8%), quality (13%), price (10.5%), and country of origin (7.7%). Discrimination analysis was performed to investigate differences in buying criteria between traditional rice-eating and non-rice-eating countries (p = 0.000).