Thailand and China are considered business partner in many industries. Amongthose, Thai Jasmine Rice is the high quality product in agriculture industry that hasbeen frequently traded. These make Thai Jasmine Rice one of the well know productin China. However, from recent incidents on the attempt to imitate Thai Jasmine Ricein China, it costs not only damage the reputation of Thai Jasmine Rice by afflicting itstrue quality but also increase possibility for consumers to be exposed with unworthyproduct. Policies and protocol from Thailand and China were issued to solve thematter, yet this unethical act remains seen. Toward this concern, proper suggestionmust be made. Under McKinsey’s consumer decision journey model, a study wasshape on consumer end using questionnaire as research tool in order to gain primarydata from Chinese resident in Wuhan city. Frequencies, custom table and crosstabfrom SPSS program are functions used to analyze collected data. Expected resultinclude terms such as awareness stages on Thai Jasmine Rice which are awareness ofThai Jasmine Rice, awareness of fake Thai Jasmine Rice and experience of ThaiJasmine Rice, information channel impact, and willing to buy counterfeit goods(WBCG) which were analyzed along with selected demographic qualities. Focus onspecific group of consumer, the study show consumer’s knowledge on Thai JasmineRice together with channels that they received information and the will to buy fakeThai Jasmine Rice. In addition, some of ways to identify package from Thailand areenclosed in this paper.