Senior ministry officials are in Singapore now to seek orders for jasmine rice.
The marketing drive supports the Cabinet's suggestion of exporting the government's rice reserve of 2.1 million tonnes.
If the stock can be sold out, the government will be encouraged to purchase new rice from farmers at high prices.
An industry source said exporters were also closely watching China, which expects to import more of the staple in the wake of Monday's huge earthquake.
The Chinese government has released 2 million tonnes of rice to assist survivors, but it has to ensure enough domestic supplies when Beijing hosts the Summer Olympics. China has reported that its rice inventory reaches 50 million tonnes.
"The Thai government shouldn't worry much about the rice price falling in the future. Instead, it should find new export markets to create demand for Thai rice," the source said.
Commerce Minister Mingkwan Sangsuwan has ordered officials to conduct a rice roadshow overseas.
Some countries have complained about the high price of Thai rice, particularly jasmine rice, and have turned to cheaper rice from other sources.
The ministry is worried that the high price of jasmine rice will restrict exports and directly affect the price of the main crop, which will enter the market late this year.