People tend to choose higher-quality products as the economy develops and income increases. The study analyzes the specialty rice consumption of Vietnamese people. This study uses data from 9.104 households from the 2018 VHLSS dataset. Statistical results show that 13,95% of households consume specialty rice. The probit model results show that high-income people are more likely to consume specialty rice. The results of the OLS model show that the amount of specialty rice consumed increases as people's income increases. However, as income increases, the average amount of rice consumption decreases. The government needs to have policies to encourage the consumption and production of specialty rice to upgrade the value of Vietnam's rice industry.