The Embassy of Pakistan in Hungary hosted the first Pakistan Rice Festival in Budapest, introducing Pakistani basmati rice to Hungarian importers, chefs and food industry professionals, the Ministry of Commerce said on Saturday.
The event was organised in collaboration with the ministry and the Trade Development Authority of Pakistan (TDAP).
Federal Minister for Commerce Jam Kamal Khan welcomed the holding of the first-ever Pakistan Rice Festival in Hungary, saying taking Pakistani produce directly to buyers in European capitals was among the most effective ways of winning new customers.
The minister said basmati rice was one of Pakistan’s most recognised exports, and that growing demand for it in international markets was encouraging for the country’s farmers and exporters.
“Pakistan’s missions abroad are increasingly taking the country’s agricultural and food products directly to consumers and buyers in new markets,” Jam Kamal Khan noted.
He said the government remained committed to expanding agro-food exports, attracting investment, and building trade ties beyond Pakistan’s traditional markets.
The festival was attended by importers and business leaders from the food and agriculture sector, leading Hungarian master chefs, representatives of various public sector bodies, and members of the diplomatic community.
Ambassador Asif Hussain Memon briefed participants on the heritage and significance of basmati rice and its export potential. He added that the category was not only an agricultural product but a renowned brand protected through Geographical Indication (GI), underscoring its heritage and proven quality.
A live cooking demonstration, “The Art of Biryani” was conducted by the Trade and Investment Attaché, offering guests an introduction to Pakistani rice and the dishes built around it. Complementary Pakistani products were also displayed, including Himalayan Pink Salt, which participants were invited to sample.
The Embassy prepared a short rice recipe book in Hungarian, featuring a range of rice-based dishes, and distributed samples of Pakistani rice to all participants, encouraging them to cook with it in their own kitchens. Guests were also invited to attend FoodAg 2026, Pakistan’s international food and agriculture exhibition, to be held at the Expo Centre in Karachi from November 23 to 26, 2026.