The Department of Internal Trade, Ministry of Commerce, showcases the potential of durian, premium fruits, fine rice, and Thai community rice spirits through the DIT Pavilion at THAIFEX-ANUGA ASIA 2026, aiming to expand high-value markets and create sustainable growth.
Mr. Witthayakorn Maneenet, Director-General of the Department of Internal Trade, Ministry of Commerce, said they are advancing Thai agricultural products to premium goods reflecting local identity and wisdom to add value and differentiate Thai agricultural products in the global market, following the policy of Deputy Prime Minister and Minister of Commerce Mrs. Supachai Sutthumpun.
By participating in the international food and beverage trade show THAIFEX-ANUGA ASIA 2026, one of the world's important food and beverage exhibitions this year, the department presents products under the theme Discover Thai Premium Fruit & Finest Rice, showcasing the potential of Thai fruits and high-quality rice to the international audience.
Inside the DIT Pavilion, the product presentation is divided into three main zones: Thailand: The Land of Tropical Fruits, featuring premium fresh and processed Thai fruits such as durian, mango, mangosteen, coconut, rambutan, and dried mango; New Rice Economy, showcasing fine quality rice varieties and alternative rice meeting modern consumer needs, including Jasmine rice 105, KDML 15, riceberry, black jasmine rice, red jasmine rice, and glutinous rice KDML 6.
Also included is the community rice spirits zone, reflecting the advancement of Thai agricultural products into high-value products, with brands such as Kao Hang, Pure Adsong, Mon Muang Nan, Bom Khow, Sura Sali, Yak, Sabai Sabai, and Sato Thai, expected to generate business negotiation values exceeding 300 million baht.
There are 13 participating businesses in the DIT Pavilion at this event, covering premium fruits, fine rice, and community rice spirits, all producers with strong potential ready to expand markets internationally, showcasing the diversity of quality Thai agricultural products with distinctive identity.
Additionally, the DIT Pavilion features a highlight Celebrity Chef Show throughout the five days, where renowned Thai chefs will create innovative dishes from durian and fine rice to demonstrate the potential of Thai ingredients in contemporary and international cuisine, including chefs Pruek Sampanwarabut, Natthawut Thamphan, Teerapat Tiyasuntranon, Thitipan Jongyingcharoen, and Natthasimaporn Lakhchai.
There will also be creative beverages and cocktails made from Thai community rice spirits by the country's leading bartenders in the Discover Our Flavour zone. The event has attracted international followers, including NipponBoyz, a Japanese content creator with over 87.8K followers, who visited the DIT Pavilion.
Visitors sampled Thai dishes specially crafted from agricultural ingredients such as durian, premium fruits, fine rice, and community rice spirit products, reflecting the charm of Thai cuisine and the potential of Thai raw materials to evolve into contemporary menus accessible to international consumers, effectively promoting Thai agricultural products globally.
"Participating in this event is a significant opportunity to promote and elevate Thai agricultural products, especially durian, various fine rice varieties, and community rice spirits, to gain international recognition, expand market channels, connect trade networks, and build confidence in Thai product potential on the world stage, which will tangibly strengthen the country's grassroots economy," he stated.
Those interested can visit and conduct business negotiations at the DIT Pavilion: Discover Thai Premium Fruit & Finest Rice during THAIFEX–ANUGA ASIA 2026 from 26-29 May 2026, with retail sales open to the public on 30 May 2026 from 10:00 to 18:00 at Hall 9, Booth DD27, IMPACT Muang Thong Thani.