Technical Abstract: The aroma and flavor of cooked rice are major criteria for preference among consumers. Small variations in these sensory properties can make rice highly desired or unacceptable to consumers. Human sensory analyses have identified over a dozen different aromas and flavors in rice. Instrumental analyses have found over 200 volatile compounds present in rice. However, after 30 years of research, little is still known about the relationships between the numerous volatile compounds and aroma/flavor. Only one compound, 2-AP (popcorn aroma) has been confirmed to contribute a characteristic aroma. This paper reviews the effects of genetic, pre-harvest (e.g. environment, cultural methods) and post-harvest (e.g. drying, milling, storage, cooking method) factors on the aroma and flavor of cooked rice. The challenges of measuring aroma and flavor instrumentally and by human sensory panels are presented.