Bangkok: The Ministry of Commerce has initiated an aggressive "Live Commerce" campaign to expand Thai fruit exports in international markets and stabilize prices to aid local farmers.
According to Thai News Agency, the campaign aims to preemptively manage fruit distribution, avoiding market oversaturation and targeting an export value of 179 billion baht this year.
Deputy Prime Minister and Minister of Commerce, Supajee Suthamphan, stated that the recent promotion of Thai durian on live commerce platforms is part of the Ministry's strategy to create demand before the peak durian season, ensuring systematic distribution. This approach helps prevent oversupply and price instability by distributing produce in advance.
In 2025, Thailand exported 2,080,049 tons of fresh fruit, valued at 171,206 million baht, reflecting a 1.1 percent increase from the previous year. The top export destinations were China (88.1%), Malaysia (2.2%), and Indonesia (2.1%). In the first quarter of this year, fresh fruit exports reached 305,673 tons, valued at 22,285 million baht, marking a 56.2 percent increase. Durian exports alone surged by 181 percent, totaling 101,773 tons and valued at 14,215 million baht.
The Ministry's plan to enhance international market penetration includes several measures. On March 5, 2026, a Business Matching event for fresh and processed fruits was held, involving 101 Thai exporters and 90 importers from 18 countries, resulting in a trade value of 3,120.51 million baht. Additionally, a delegation visited Vietnam and China to address potential trade obstacles.
For the 2026 fruit season, the Ministry emphasizes smooth transportation of goods through Vietnam to China. Promotional measures include activities at Thaifex-Anuga Asia 2026, scheduled from May 26-30, 2026, at IMPACT Exhibition Center, featuring 3,300 exhibitors and over 140,000 attendees.
The Thai Tropical Fruits Golden Months project will promote fruits in seven major Chinese cities, with expansion to three new cities in western China. Further activities are planned in collaboration with department stores in South Korea, India, and the UAE, and online sales through global platforms.
Overall, the Ministry of Commerce aims for a 5 percent increase in Thai fruit exports this year, achieving a total value of 179 billion baht.