Deputy Prime Minister and Minister of Commerce Supachai Sutthumpun led officials to Chanthaburi Province to monitor the 2026 durian production situation and visited actual production sites to inspect the quality management system from the source.
In 2026, total durian production nationwide is expected to reach 2.071 million tons, a 33% increase. The Eastern region will produce 0.998 million tons, accounting for 48% of the country’s total, with peak market supply in May at approximately 0.47 million tons, or 47% of the Eastern region's output.
Supachai said that with significant production increases, the entire system must be managed. Currently, about 70% of Thai durian is exported while 30% is consumed domestically. Therefore, the Ministry of Commerce aims to elevatethe “domestic market”into a key potential market capable of consistently absorbing and driving Thai durian consumption, while maintaining price stability for farmers.
The Ministry targets distributing over 450,000 tons domestically through connecting central markets and modern trade outlets for more than 350,000 tons, alongside sales promotion activities, distribution through the Thai Postal Network, and online channels..100,000tons to ensureproducts reach consumers quickly nationwide.
At the same time, it promotes consumption of quality durian domestically, focusing on durian suitable for fresh eating, with good taste, firm flesh, fragrant aroma, and appropriate size, aligning with domestic consumer behavior that values convenience and accessible consumption experiences. This helps build continuous demand and expands a strong domestic consumer base.
Additionally, in managing production through value-adding processing, measures support processing over 50,000 tons of durian, covering chilled durian, blast-frozen durian, and various processed products to extend shelf life and promote industrial applications, such as developing products from durian flowers for the cosmetics industry. This adds value to the produce and opens new markets in high-value innovative products.
In the digital market, the Ministry of Commerce, through the Department of Internal Trade, signed a memorandum of understanding (MOU) with TikTok Technologies Ltd. to open sales channels for agricultural products via TikTok Shop and Live Commerce, aiming to connect supply from farmers to consumer demand and accelerate purchase decisions during peak production.when supply is abundant.
After signing the cooperation agreement, Chanida Klaiphan, Director of Public Policy – Southeast Asia at TikTok, said, “TikTok plays a role in transforming“content”into“actual sales.”TikTok Shop data shows agricultural products grow by 15–20%, with over 1.8 million creators adding agricultural products to their carts, helping expand product reach and generate wide demand.”
During durian season, a popular product on TikTok, the platform has pushed sales campaigns like the TikTok Fruit Festival and supported discount coupons and shipping fees worth over 6.5 million baht to boost sales and accelerate product distribution effectively.
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