Commerce Ministry Pushes Live Commerce to Boost Thai Fruit Exports and Stabilize Prices
Thailand’s Ministry of Commerce is stepping up proactive measures to support farmers and stabilize fruit prices by leveraging Live Commerce as a key strategy. Deputy Prime Minister and Commerce Minister Suphajee Suthampun revealed that promoting Thai durian through live-streaming sales platforms has helped generate early demand ahead of peak harvest season. With durian production from the eastern region set to surge from mid-May through June, this forward-planning approach aims to prevent oversupply, ensure smoother distribution, and maintain price stability—rather than reacting after market congestion occurs.
Beyond domestic measures, the Ministry is aggressively expanding Thai fruit exports. In 2025, Thailand exported over 2.08 million tons of fresh fruit worth 171.2 billion baht, marking a 1.1% increase year-on-year, with China accounting for 88.1% of total exports. In the first quarter of 2026 alone, exports surged by 56.2% in value, driven largely by durian, which grew by an impressive 181%. To sustain this momentum, the government has implemented business matching initiatives, generating over 3.1 billion baht in trade value, and conducted high-level visits to Vietnam and China to streamline cross-border logistics ahead of peak fruit season.
Looking ahead, a series of global marketing campaigns and trade activities will further drive demand. Key highlights include Thaifex-Anuga Asia 2026, major promotional events across 7 core Chinese cities under the “Thai Tropical Fruits Golden Months” campaign, and expansion into emerging markets in western China. Additional efforts include partnerships with international retail chains in South Korea, India, and the UAE, as well as online distribution via global platforms such as Amazon, Tmall, and Rakuten. With these integrated strategies, the Ministry aims to increase Thailand’s fruit export value by at least 5% this year, targeting 179 billion baht while reinforcing long-term market resilience.
