The Ministry of Commerce clarified the case of a famous influencer offering durians at 100 baht each, explaining it is a promotion to stimulate domestic consumption of lower-grade durians, not export-grade. They also revealed that the average durian price in the market remains between 140-150 baht per kilogram.
27 Apr 2026 GMT+7 Mr. Kornnit Nonjui, Deputy Spokesperson of the Ministry of Commerce, discussed the current situation of durian prices and fruit trade, stating that the ministry is committed to continuously expanding channels for Thai fruit sales, especially by promoting influencers via Live Commerce directly from production sources. This approach helps increase market opportunities for farmers and delivers quality durians to consumers quickly.
Regarding the social media discussion about durians being sold at about 100 baht each, the Deputy Spokesperson explained that after fact-checking, this was an initiative by a well-known online operator, "Pimrypie" (Pimrypie) who launched a special promotion to encourage durian consumption within the country.
The main goal was to help distribute lower-grade durian production more widely in the domestic market. These durians are sourced from packing houses or farms for local sale; they are quite ripe with good flesh quality but may have less attractive shapes and smaller sizes (priced below export-grade D). They are suitable for small family consumption. Additionally, the operator also sells premium-grade durians, which helps support higher durian prices this season.
During a field visit to monitor durian prices at sales points and trade areas on 27 Apr, it was found that current durian prices remain stable, averaging about 140-150 baht per kilogram. This price level is appropriate, aligning with market mechanisms and product quality during this season.
Mr. Kornnit added that Live Commerce is not only a channel to move product inventory but also elevates Thai fruit trade to meet modern consumer behaviors demanding convenience, speed, and transparency about product origin. The Ministry of Commerce has enabled influencers to sell directly at orchards, selecting quality durians and delivering them straight to consumers.
Furthermore, knowledge on online selling, content creation, and accessing digital markets is being taught to farmers to help them sustainably develop their own sales channels. The ministry will continue monitoring prices and production volumes closely to maintain price stability and ensure farmers’ confidence.
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