The Ministry of Commerce is intensifying efforts to continuously expand channels for distributing Thai fruits. Recently, Supachai Suthammanaphan, Deputy Prime Minister and Minister of Commerce, revealed after discussions with prominent influencers such as Pimrypie that they are promoting Thai durian sales via Live Commerce directly from production sites. This aims to increase market opportunities for farmers and deliver quality durians to consumers.
Supachai said, The Ministry of Commerce recognizes the potential of digital channels, especially Live Commerce, which enables rapid distribution and wider consumer reach. This approach effectively responds to the increased fruit production this year.
Besides facilitating product distribution, it upgrades Thai fruit trade to align with modern consumer behavior seeking convenience and clear product origin verification.
This project allows influencers to sell products on-site at orchards, selecting quality durians, cutting them fresh, and delivering directly to consumers. This builds trust in Thai product quality, providing consumers with premium durian at fair prices, while farmers can sell their produce at appropriate rates.
Alongside this, the Ministry of Commerce emphasizes transferring knowledge on online sales, content creation, and digital market access to farmers, enabling them to sustainably develop their sales channels long-term.
Promoting Live Commerce is a key tool linking agricultural supply to market demand efficiently, especially in 2026 when durian production is forecasted to rise by 33% from 2025, prompting the government to urgently expand both domestic and international markets.
On 25 April 2026, the Ministry of Commerce, through the Department of Internal Trade, signed a Memorandum of Understanding (MOU) with TikTok Technologies Ltd. to expand agricultural product sales via TikTok Shop, promote agricultural product processing, and broaden global market reach.
Supachai concluded by saying,“We invite creators and online sellers to participate in promoting and selling Thai durians widely under the concept ‘Thailand: The Land of Tropical Fruits’ to stimulate consumption among both Thai people and international tourists, which will help provide stable income for Thai farmers.”
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