The Department of International Trade Promotion (DITP), Ministry of Commerce, is moving forward to promote and upgrade Thai bananas for the Japanese market. It focuses on a production-led market policy, connecting Thai producers with Japanese importers, aiming for sustainable long-term export market expansion and increasing Thailand’s banana market share in Japan.
Mr. Surin Sunthornsanan, Deputy Director-General of the Department of International Trade Promotion (DITP). He revealed after discussions with Ms. Pimjai Matsumoto, Honorary Trade Advisor (HTA) in Japan, on strategies to expand the export market for Thai bananas during a visit to Japan, that the department aims to promote Thai bananas as an agricultural product with strong potential to expand exports to the Japanese market.
In early July, the department will bring Japanese banana development specialists to meet farmers and producers and visit banana plantations. This builds on previous promotional activities in Soeng Sang District, Nakhon Ratchasima Province, started last year. This year, the cultivation area will expand and develop further, including extension to Chaiyaphum and Buriram Provinces. The Japanese experts will share knowledge on production techniques adapted to each area's specific geographic characteristics, such as altitude and soil type. They will also provide in-depth market consultation and help develop Thai bananas to meet Japanese standards and consumer preferences for bananas with a soft, chewy texture, fragrant aroma, and uniquely sweet flavor. Subsequently, Japanese importers will visit the developed banana plantations in target provinces, and a business matching event will be held between Japanese buyers and Thai producers and farmers in September 2026. This aims to increase the export value of Thai bananas and expand the market share of Thai agricultural products in Japan.
The Deputy Director-General of the Department of International Trade Promotion. He added, “Bananas are highly popular fruits among Japanese consumers, with Japan importing over 1 million tons annually. The department sees Japan as a promising market for Thai bananas and thus prioritizes developing Thai banana products to boost farmers’ income and strengthen Thai banana producers for a stable and sustainable entry into the Japanese market. We are confident this initiative will play a key role in promoting Thai bananas, which are recognized as quality products in Japan.”
Moreover, this effort utilizes Thailand’s export quota of 8,000 tons of bananas to Japan under the Thailand-Japan Economic Partnership Agreement (JTEPA) with a 0% tariff rate. The department aims to increase Thai banana exports beyond 10,000 tons annually through these promotional activities in target provinces. If cultivation areas meeting Japanese standards continue to expand, long-term exports could reach up to 100,000 tons per year. Beyond the JTEPA tariff benefits, producers can also benefit from reduced import tariffs under the ASEAN-Japan Comprehensive Economic Partnership (AJCEP) compared to the Most Favored Nation (MFN) rate, providing an additional competitive edge for Thai exports.”
For these activities, the department will coordinate with provincial commerce offices, the Department of Internal Trade, and other local agencies such as provincial agricultural offices to effectively promote Thai bananas to Japan and help Thai agricultural products achieve sustainable international success.
Those interested can request more information from the Department of International Trade Promotion, Ministry of Commerce, by calling 1169 or visiting www.ditp.go.th, and follow international trade opportunities via the THAITRADE.COM platform. Think export, think DITP.
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