The main purpose of this study was to determine the adoption of BRRI dhan28 in coastal areas of Bangladesh. The study was conducted in three villages (Shimulbaria, Balitha and Fingri) of Fingri union under Satkhira Sadar Upazila of Satkhira district. In this study, 75 farmers were selected as sample following simple random sampling technique, compiled, coded, analyzed and interpreted as per objectives.Majority of the respondents were middle aged (50.7%), had primary level of education (64%), small family size (49.3%), and large farm size (64%). The respondents had medium income (66.7%), medium extension contact (62.7%), and low farming experience (53.3%). It was also found that majority of the respondents had medium knowledge (81.3%) on rice cultivation which helped them to adopt and carry on the BRRI dhan28 technology. Majority of the respondents had medium adoption (77.3%) of BRRI dhan28 in coastal areas. Out four rice varieties (BRRI dhan28, BRRI dhan50, Super miniket dhan and BRRI dhan47) BRRI dhan28 ranked first in respect of extent of adoption (54.92%). On the other hand comparative profitability of BRRI dhan28 was more than other varieties on the basis of area under cultivation, average yield, average selling price and average net income. High market price and non- complexity of cultivation procedure were two most important benefits of adopting BRRI dhan28. So it is concluded that if policy-maker and extension organizations concentrate on these factors, they are more likely to succeed in making the respondents more favorably disposed to adopt BRRI dhan28 in coastal areas of Bangladesh.