The Ministry of Commerce is actively expanding channels for Thai fruit sales. Recently, Ms. Supachai Sutthumphand, Deputy Prime Minister and Minister of Commerce, revealed after discussions with renowned influencers including Pimrypie, an initiative to promote "Thai durian" sales via Live Commerce directly from production sites, aiming to increase market opportunities for farmers and deliver quality durians to consumers.
Ms. Supachai stated that the Ministry of Commerce recognizes the potential of digital platforms, especially Live Commerce, which enables rapid distribution and broader consumer reach. This approach effectively addresses the increased fruit production this year.
In addition to managing surplus production, it elevates Thai fruit trade to align with modern consumer behavior that demands convenience, speed, and clear product origin verification.
The project offers influencers the opportunity to sell products directly from orchards, selecting quality durians to be freshly cut and sent straight to consumers. This builds confidence in Thai product quality, allowing the public to enjoy good-quality durian at fair prices while farmers can sell their produce at appropriate rates.
Concurrently, the Ministry of Commerce focuses on transferring knowledge about online sales, content creation, and accessing digital markets to farmers, enabling them to sustainably develop their own sales channels over the long term.
Promoting Live Commerce is a key tool to efficiently link supply from farmers with market demand, especially in 2026 when durian production is expected to rise by 33% compared to 2025, requiring the government to rapidly expand both domestic and international markets.
Most recently, 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.
Ms. Supachai concluded by saying“We invite creators and online sellers to participate in marketing and promoting Thai durians widely under the concept ‘Thailand: The Land of Tropical Fruits’ to stimulate consumption among both Thais and international tourists, which will help create stable income for Thai farmers.”
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