The Department of International Trade Promotion (DITP), Ministry of Commerce, has launched the global marketing campaign “Thailand: The Land of Tropical Fruits.” The primary goal is to expand the consumer base in China and enhance Thailand's image as a leading producer of premium tropical fruits worldwide. Sunny Kevalin has been appointed as the campaign's presenter, aiming to surpass 10 million views within six months.
Ms. Sunanta Kangalakul, Director-General of the Department of International Trade Promotion (DITP), revealed, “The department has instructed trade ambassadors to rapidly expand Thai product markets through all channels and build competitive advantages by adding value, following the policy of Deputy Prime Minister and Minister of Commerce, Ms. Supachai Sutthipan. Especially in high-potential markets like China, DITP has collaborated with Sunny Kevalin Boonsatha, a famous Thai singer with a large fanbase in China, as the main presenter. Alongside Chinese actress Liu Meihan, who plays the role of 'Thai Fruit Sweetie,' and Thai-Chinese KOLs/KOCs, they showcase the charm of Thai fruits from a fresh and accessible perspective. The department believes this campaign will raise awareness and demand for Thai fruits among Chinese consumers, reinforcing Thailand's excellence as a premium tropical fruit producer. It also aims to promote the unique value of Thai fruits to consumers worldwide. Regarding the export fruit industry, this campaign will emphasize the high standards and quality of Thai fruits—from orchard management to quality control meeting agricultural export standards—ensuring consumers receive safe, fresh, and deliciously unique Thai fruits.”
Additionally, DITP has analyzed popular Thai fruits favored by Chinese consumers, which include:
1. Thai Durian Known as the king of fruits, it has won the hearts of Chinese consumers with its smooth texture and unique sweet, creamy flavor. Particularly, the Monthong and Kan Yao varieties are recognized for their premium quality. In 2025, Thailand exported over 900,000 tons of durian to China, with projections to surpass 1 million tons in 2026.
2. Thai Mangosteen Dubbed the queen of fruits, it is popular among Chinese consumers. It is commonly eaten alongside durian by Thais due to its refreshing, sweet-and-sour taste that balances richness. Thailand holds an 86% market share of mangosteen in China.
3. Thai Nam Hom Coconut Gaining popularity for the upcoming summer season, with its sweet, fragrant, and refreshing taste. The clear coconut water and soft coconut meat make it a favorite cooling drink among Chinese consumers and health-conscious individuals.
4. Siam Ruby Pomelo A precious Thai fruit gem with bright pink flesh, a sweet and tangy balanced flavor, no bitterness, thin skin, and attractive color. It is popular as a gift during important Chinese festivals such as Chinese New Year, Mid-Autumn Festival, and other holiday gift-giving occasions. It is highly favored by Chinese consumers seeking premium fruits to give special people.
Mr. Sakrat Saensopa, Director of the Foreign Trade Promotion Office in Shanghai, added, “A key highlight of the campaign is the release of promotional videos showcasing the journey of four main Thai fruits favored by Chinese consumers: durian, mangosteen, Nam Hom coconut, and Siam Ruby pomelo. Presented through Sunny Kevalin’s perspective, viewers experience the lush fruit orchards, natural cultivation methods, farmers' attentive care, and the harvesting and quality selection process. The footage reflects the richness of soil, water, air, and the dedication of farmers that give Thai fruits their distinctive taste and premium quality. The videos are produced in three languages: Thai, Chinese, and English. The PR strategy in China will integrate efforts with seven DITP offices across Chinese regions, including Shanghai, Guangzhou, Kunming, Nanning, Chengdu, Xiamen, and Qingdao, to launch the “Thailand: The Land of Tropical Fruits” campaign simultaneously via each office’s official WeChat channels. Additionally, DITP has partnered with key allies to expand the campaign’s reach widely among Chinese consumers both online and offline, through platforms like Rednote, Tmall Thai Food Official Flagship Store, leading retail chains such as Ole Supermarket, Hema Supermarket, and Citi’ Super, promotions in major wholesale fruit markets across China, and publicity at China’s top trade exhibition (CIIE 2026). The campaign is expected to generate no fewer than 10 million impressions within six months, significantly boosting income and sustainability for farmers in the Thai fruit export industry to China.”
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