Supachai clarified the controversy over the 100-baht durian per fruit promotion, stating that Live Commerce is used to manage the excess production expected this season. She emphasized that the Ministry of Commerce does not support any particular influencer and affirmed close monitoring after public concerns arose that the products might not match their descriptions or expectations.
At 09:50 on 28 Apr 2026 GMT+7, Mrs. Supachai Suthammanont, Deputy Prime Minister and Minister of Commerce, posted a statement clarifying viaFacebookexplaining the Live Commerce initiative for online sales, a collaboration between the Ministry of Commerce and influencers, as follows.
1. We anticipate this year's durian production will exceed last year's by 33%.
2. Therefore, we have planned proactive marketing strategies both domestically and internationally to prevent surplus production and avoid reactive measures later.
3. One marketing channel is Live Commerce, which can help distribute products quickly and widely.
4. We are working with several influencers, both domestic and international, each employing different marketing approaches, and the Ministry does not provide special support to any particular influencer.
5. Regarding Pimrypie, we understand she intends to assist farmers by negotiating sales terms mutually agreeable to buyers and sellers. Her sales techniques and promotions may include specific conditions or timeframes.
“As for concerns that products might not meet expectations, we believe this is unlikely because the strong public response will attract close attention, and regulatory agencies are expected to monitor closely.”
6. Currently, durian prices remain favorable, as the Ministry of Commerce spokesperson has reported: export-grade AB durians sell at 135-150 baht per kilogram, grade C at 90-100 baht, grade D at 70-80 baht, and mixed grades at 125-130 baht per kilogram. Prices vary according to product quality.
“I would like to emphasize that the collaboration with influencers through Live Commerce aims to manage the surplus production expected and to deliver products to consumers nationwide as efficiently as possible.”
Mrs. Supachai spoke at the Government House before attending a Cabinet meeting about the live durian sale by Pimrypie, which offered durians at 100 baht each, totaling one million fruits. She said this was a promotional sales technique by Pimrypie; the conditions and quantities remain to be seen. Regarding worries about product authenticity, she confirmed that such concerns are unfounded because the strong public interest means many are watching closely. Many visitors to the Government House have inquired about the live durian sales, and several agencies are monitoring, so Pimrypie would not risk misleading customers.
She also confirmed that during a field visit to Chanthaburi province, durian prices were very good despite the high output. As the Ministry's spokesperson confirmed, grade A and B durians are priced at 140-150 baht per kilogram. Since durians come in various grades, varieties, and regions, she advised waiting to see Pimrypie's promotions, as she must source products that are accurate and in line with agreements with farmers.
When asked if the controversy stemmed from unclear communication, Mrs. Supachai responded that the issue relates to Pimrypie's announcement of the 100-baht per fruit price. The details of the promotion, including conditions, are yet to be clarified and are unrelated to the Ministry of Commerce, which oversees quality and pricing. Pimrypie's offerings might involve different grades or smaller fruits. She encouraged waiting to see the live sales, noting it is positive that everyone is contributing. Visiting farms is believed to boost farmers' morale and teach them live selling techniques, enabling direct consumer access.
Regarding opposition claims that the promotion burdens farmers and businesses, Mrs. Supachai explained that the Ministry has a marketing plan spanning at least three months. The market mechanism does not follow simple supply and demand, and supply is high this year. Traditional marketing would only address problems after they arise. Therefore, marketing efforts focus on lower-grade but still good-quality products. Concerns about the overall market mechanism relate to the upstream sector. She recently explained at a Senate meeting that long-term solutions require more than market mechanisms; product processing must also be addressed. Processing helps manage surplus output, stabilize prices, and ensure quality. Thus, marketing is not solely focused on fresh produce.
Mrs. Supachai added that for other fruits like mangosteen and rambutan, the Ministry of Commerce plans carefully for each agricultural product with a calendar indicating seasonal availability. Today, durian, known as the 'king of fruits,' sets the price trend; when durian prices are good, other fruits also benefit. She clarified that she did not participate in any live durian sales with Pimrypie today. She further stated that cooperation is everyone's responsibility because ultimately both consumers and farmers benefit. Although there is criticism that the market prices are high, farm-gate prices are around 140-150 baht per kilogram. Pimrypie's efforts aim to help farmers by bringing quality products to market. Supachai sees this as a separate matter and urges people to watch the live sales before judging.
Regarding circulating clips of Mrs. Supachai and Pimrypie, she confirmed she did not promote anything and suggested these might be sales techniques. She welcomes other influencers' support. On the matter of coconut prices, she affirmed the Ministry has not neglected this sector and has dispatched teams to crack down on traders selling counterfeit coconut water. The Ministry of Commerce is serious and strict about protecting consumers from exploitative traders.