DITP demonstrated success in promoting Thai fruits in the Chinese market by partnering with the PUPU supermarket app to live-stream durian and mangosteen sales. In just one hour, sales surpassed 1.33 million baht, with confidence that the campaign will achieve 100 million baht by its end.
The Department of International Trade Promotion (DITP) showcased its success in promoting sales of Thai fruits and products by collaborating with the online supermarket platform PUPU in Xiamen. A one-hour live stream generated sales of 1.33 million baht, with expectations that total sales will exceed 100 million baht by campaign end. Trade ambassadors also joined the live stream selling durian and mangosteen, providing information on growing regions, quality standards, and peeling demonstrations to build consumer confidence.
Ms. Sunanta Kangvalkul, Director-General of DITP, Ministry of Commerce, revealed that DITP directed trade promotion offices abroad, or trade ambassadors, stationed in key fruit export markets, to implement policies from Deputy Prime Minister and Commerce Minister Supachai Sutthapan. The directive was to rapidly expand Thai fruit markets to meet the current fruit season. Recently, Ms. Saiporn Baiboribankul, Director of the Trade Promotion Office in Xiamen, reported great success with promotional activities on the PUPU online supermarket platform, where Chinese consumers showed continuous interest in viewing and purchasing Thai fruits.
Thai products featured in the promotion included durian, mangosteen, coconut, longan, pomelo, rice, bottled coconut water, frozen durian, crispy rice with shredded pork, instant noodles, tapioca starch, flavored seaweed, cosmetics, among others. The platform offered special discount coupons celebrating China’s Mother's Day. Initial sales from the live stream exceeded 280,000 yuan, equivalent to over 1,330,000 baht within one hour.
During the event, the Xiamen trade ambassador joined the live stream with a key opinion leader (KOL) on 10 May 2026 to sell durian and mangosteen. They explained growing regions, Thai fruit standards, and demonstrated peeling to guarantee quality. They answered viewer questions about fruit seasons and promoted the quality of Thai frozen and processed durian. Afterwards, the channel's KOLs took turns live-streaming Thai product sales throughout the day and continued promoting durian, mangosteen, and other Thai products all month.
“Trade ambassadors added that the platform reported Thai products were already popular with consumers, and the promotional campaign further increased their confidence in Thai goods. This year, Thai durian quality and taste are excellent, with high customer satisfaction. It is expected that durian, mangosteen, and other Thai products will meet the sales target of around 100 million baht by campaign end,” Ms. Sunanta said.
The PUPU online supermarket platform sells daily consumer goods, both imported and local, via an app with home delivery. It serves major cities in Fujian Province and nearby areas, such as Xiamen, Fuzhou (Fujian Province), Shenzhen, Guangzhou (Guangdong Province), Wuhan (Hubei Province), Chengdu, and Sichuan Province. The platform has 30 million regular customers, with 4.5 million accounts in Fujian Province alone.
The seven trade promotion offices in China are actively conducting Thai fruit sales promotions during the current fruit season. They aim to boost Thailand’s image as the Land of Tropical Fruits to raise awareness and stimulate Chinese consumption of Thai fruits.
For more information, please contact the Department of International Trade Promotion, Ministry of Commerce, at 1169 or visit the website.www.ditp.go.thFollow international trade opportunities on the THAITRADE.COM platform. Thinking export? Think DITP.
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