Vietnamese use the flesh of the momordica cochinensis as a coloring and flavoring agent in steamed glutinous rice served in festivals. It gives the rice a reddish orange color and a moist, nutty taste. All its names in different Asian countries, and its nutritional value. The writer mentions that the seeds are prominent in the display of the "Gac soi" as it is called, to show that the red coloring of the rice is natural rather than from food coloring. 

It is:

more LYCOPENE than tomatoes! - - prevent cancer and other diseases! 
more BETACAROTENE than carrots! - - increase immunity, improve skin, eyes; prevent cancer and disease! 
more ZEAXANTHANIN than yellow corn! - - eye health, prevent macular degeneration! 
more VITAMIN C than oranges! - - boosts immunity, improves skin, many additional benefits
LOADED with LIPOCAROTENES - healthy natural fats within the FRUIT that greatly increase absorption!