The development trend of rice industry at home and abroad showed that, the implementation of quality and branding is an effective way to achieve sustainable and high-quality development of China rice industry. This paper summarized the current situation of high-quality rice industry development in China from three aspects: breeding, planting and consumption of high-quality rice. At the same time, this paper focused on the analysis and research on the development status, industrial model and challenges of high-quality rice branding in China, and put forward the relevant suggestions for the development of high-quality rice branding.