NONE 20260429112457702 wseas/wseas content-registration-form+ja@crossref.org content-registration-form WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 1109-9526 2224-2899 Boonsub Panichakarn Faculty of Logistics and Digital Supply Chain, Naresuan University, Muang, Phitsanulok, 6 Supakyada Kulthunyahirun ASEAN Logistics Academic Network, Naresuan University, Muang, Phitsanulok, 65000, THAILAND Liurong Pan College of Economics and Management, Beibu Gulf University, Qinzhou, Guangxi, 535000, CHINA Sethasilp Inthanon Faculty of Business Administration and Information Sciences, Merseburg University of Applied Sciences, D-06217 Merseburg, GERMANY Supavanee Thimthong Faculty of Logistics and Digital Supply Chain, Naresuan University, Muang, Phitsanulok, 6 Ponnapa Musikapun Faculty of Logistics and Digital Supply Chain, Naresuan University, Muang, Phitsanulok, 6 This study investigates the potential of China-Thailand agricultural trade by analyzing the competitive strength, influencing factors, and forecasting models for Thai rice exports to China from 1986 to 2021. Using econometric modeling and multiple regression analysis, factors influencing Thai rice exports to China were identified, including price, GDP, exchange rates, and the impact of the COVID-19 pandemic. Analytic Hierarchy Process (AHP) were used to analyze consumer preferences and selection factors for Thai rice. Results showed that Thai rice exports are strongly influenced by China’s GDP, exchange rates, and rice prices, with the COVID-19 pandemic acting as a significant shock. The AHP analysis recognized quality, cost, and accessibility factors as primary determinants of Chinese rice import preferences. Thailand’s comparative advantages arises from its exquisite rice varieties (Jasmine, Glutinous rice) and China’s sustained GDP increase. 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