Bangkok: The Commerce Ministry has clarified that the 100 baht per fruit sale of durian is a promotional strategy by a well-known influencer, featuring lower-grade and smaller-sized durians.

According to Thai News Agency, this initiative is aimed at stimulating domestic consumption. Mr. Kornnit Nonchui, Deputy Spokesperson of the Ministry of Commerce, emphasized the Ministry's efforts to expand distribution channels for Thai fruits by leveraging influencers to sell "Thai durian" through Live Commerce. This approach allows direct sales from producers, increasing market opportunities for farmers and ensuring quick delivery of quality durian to consumers. Live Commerce provides rapid distribution, reaching a broader consumer base and effectively addressing the increased production this year. The strategy is designed not only to distribute produce but also to elevate the Thai fruit trade to meet modern consumer demands for convenience, speed, and transparency.

The 100 baht durian sale is a special promotion by online entrepreneur "Pimrypie" to encourage domestic consumption. It focuses on distributing lower-grade durians to a wider audience, creating a market for them and enabling higher sales prices. These durians, sourced from wholesalers or orchards, are ripe and of good quality despite not being export grade. Premium grades will also be sold alongside to further boost prices during the season.

The Ministry of Commerce is closely monitoring the price and production situation to maintain market balance, stabilize prices, and build confidence among stakeholders. Recent field visits to durian sales outlets and trading areas show the current average price is around 140-150 baht per kilogram, aligning with market mechanisms and the seasonal quality of the product.