Budapest: The Embassy of Pakistan in Hungary hosted the inaugural Pakistan Rice Festival in Budapest, marking a significant effort to introduce Pakistani basmati rice to Hungarian importers, chefs, and food industry professionals.

According to Press Information Department, the event was organized in collaboration with the Ministry of Commerce and the Trade Development Authority of Pakistan (TDAP). Federal Minister for Commerce Jam Kamal Khan expressed his appreciation for the successful execution of the festival, emphasizing the importance of bringing Pakistani produce directly to European markets. He highlighted the potential of Pakistan’s agricultural exports and reiterated the government’s commitment to expanding its agro-food sector and forging new trade relationships.

Ambassador Asif Hussain Memon, along with Trade and Investment Attaché Shehryar Amjad Qaisrani, played a crucial role in the event’s organization. The festival, attended by importers, business leaders, chefs, and members of the diplomatic community, featured a live cooking demonstration titled “The Art of Biryani.” This interactive session aimed to introduce guests to the culinary versatility of Pakistani rice.

The Embassy also launched a Hungarian rice recipe book and distributed samples of Pakistani rice, inviting attendees to explore the rich flavors in their own kitchens. Additionally, participants were encouraged to attend FoodAg 2026, an international food exhibition scheduled to take place in Karachi.

The festival underscores the government’s strategy to enhance trade and investment ties in non-traditional markets, following the recent appointment of a Trade and Investment Attaché at the Embassy.