PN Report
BUDAPEST, Hungary: Federal Minister for Commerce Jam Kamal Khan has welcomed the successful organisation of the first-ever Pakistan Rice Festival in Hungary, describing direct engagement with European buyers as an effective way to expand markets for Pakistani products.
The minister appreciated Pakistan’s Ambassador to Hungary, Asif Hussain Memon, Trade and Investment Attaché Shehryar Amjad Qaisrani and the Trade Development Authority of Pakistan (TDAP) for organising the event. He said growing international demand for Pakistani basmati rice offered encouraging prospects for farmers and exporters.
The festival brought together food and agriculture importers, Hungarian master chefs, public-sector representatives and diplomats. Ambassador Memon highlighted basmati rice’s heritage, quality and export potential, noting its protection under Geographical Indication (GI) recognition.
A live cooking demonstration, “The Art of Biryani,” introduced participants to Pakistani cuisine. Guests also sampled Himalayan pink salt and received rice samples and a Hungarian-language recipe booklet featuring various rice dishes.
Participants were invited to attend FoodAg 2026, Pakistan’s international food and agriculture exhibition, scheduled for November 23–26 at Karachi’s Expo Centre.
Jam Kamal Khan said Pakistan’s overseas missions were increasingly promoting agricultural and food products in emerging markets. The festival reflects the government’s commitment to expanding agro-food exports, attracting investment and strengthening trade ties beyond traditional markets. The initiative follows the appointment of a Trade and Investment Attaché at Pakistan’s Budapest embassy last year.
