China is an important birthplace of paddy rice farming in Asia，and the development of paddy rice in our country can be traced back to 7000 years ago. Paddy rice is the largest food crop in China，which has the largest planting area and total output，and the highest yield. Besides，it has always been a dominant player in food production and consumption. Since the reform and opening-up in the 20th century，China’s rice production has developed greatly. Simultaneously，with the rise of GI brand building，high-quality rice brands such as Wuchang Rice，Fangzheng Rice，Sheyang Rice，and Ningxia Rice have emerged，and they have quickly occupied the rice market，achieving great economic growth. However，in the process of brand development，there are still problems such as the increase of counterfeit products in the market，the low level of domestic rice processing，and the marketing strategy still need to be improved. It is necessary to further establish a brand anti-counterfeiting traceability system，improve the rice quality safety system，and shape the rice brand culture.