Supachai Suthumpun, Deputy Prime Minister and Minister of Commerce, revealed that integrating Thai durians into Live Commerce platforms recently aligns with the Ministry of Commerce's measures to create advance demand before durian harvests flood the market, enabling systematic and continuous product distribution management.
Starting from 10 May onward, the Eastern region's durian harvest will gradually enter the market in large quantities through June, alongside other seasonal fruits also arriving steadily. This approach is part of proactive management measures to distribute produce ahead of time, reduce risks of concentrated harvests, and help stabilize prices, which is preferable to waiting for market oversupply before applying corrective measures.
Beyond domestic measures, the Ministry of Commerce is actively pushing all Thai fruit varieties into global markets continuously. In 2025, Thailand exported 2,080,049 tons of fresh fruit valued at 171.2 billion baht, a 1.1% increase from the previous year. The top three export markets were China (88.1%), Malaysia (2.2%), and Indonesia (2.1%).
In the first quarter of this year (January–March), fresh fruit exports reached 305,673 tons worth 22.3 billion baht, up 56.2%. Fresh durian exports alone totaled 101,773 tons valued at 14.2 billion baht, expanding by an impressive 181%.
The Ministry of Commerce plans to penetrate foreign markets more deeply to accelerate distribution of domestic fruit production fully, benefiting Thai farmers. Key measures already implemented this year include:
1) Business Matching for fresh fruit, processed products, and agricultural goods was held on 5 March 2026. This event facilitated advance sales before harvest with 101 Thai exporters and 90 importers from 18 countries, generating total trade negotiations worth 3.12 billion baht.
2) A high-level delegation visited Hanoi, Lang Son Province in Vietnam, and Chongzuo and Nanning cities in Guangxi Zhuang Autonomous Region, China, from 23–25 April 2026 to prepare facilitation and address problems or obstacles in advance.
For the 2026 fruit season, transportation and distribution through northern Vietnam border checkpoints to southern China will be streamlined for speed and ease.
Upcoming promotional activities by the Ministry of Commerce this year include both online and offline sales promotions domestically and internationally, such as:
1) Thaifex-Anuga Asia 2026, the largest food trade show in Southeast Asia, scheduled for 26–30 May at IMPACT Exhibition Center, Muang Thong Thani, featuring 3,300 exhibitors and over 140,000 attendees worldwide.
2) Fruit promotion campaigns in seven major Chinese cities under the Thai Tropical Fruits Golden Months project: Shanghai, Xiamen, Nanning, Chengdu, Qingdao, Guangzhou, and Kunming.
3) In 2026, the Ministry has expanded the Thai Tropical Fruits Golden Months activities to western China’s new fruit markets, adding three cities: Yinchuan (Ningxia Hui Autonomous Region), Yuxi (Yunnan Province), and Urumqi (Xinjiang Uyghur Autonomous Region), plus eight secondary cities:
1. Nanchang, Jiangxi Province
2. Baise City
3. Liuzhou, Guangxi Zhuang Autonomous Region
4. Changsha, Hunan Province
5. Shantou, Guangdong Province
6. Hangzhou, Zhejiang Province
7. Zhengzhou, Henan Province
8. Dalian, Liaoning Province
4) Collaborative fruit sales promotions with department stores in South Korea, India, and the United Arab Emirates.
5) Online sales of fresh and processed fruits through partner platforms worldwide under the Thaitrade.com and TOPTHAI brands, including Amazon (US), Tmall (China), PUPU (China), Rakuten (Japan), Letstango (UAE), HKTVmall (Hong Kong), and Bigbasket (India).
Through these measures and activities, the Ministry of Commerce aims to boost Thai fruit exports by over 5% compared to last year, reaching a total export value of 179 billion baht.
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