Commerce Minister Suphachai Clarifies Live Commerce Durian Sales via Influencers to Prevent Market Oversupply

On April 28, 2025, Commerce Minister Suphachai Sutthampun posted on Facebook regarding the collaboration with influencers to conduct live commerce durian sales at 100 baht per fruit, which has generated significant criticism and debate.

In her clarification, she explained the government's live commerce initiative through online channels in partnership with influencers, highlighting the following points:

1) Durian production this year is projected to be 33% higher than the previous year.

2) The ministry is implementing an aggressive marketing strategy for both domestic and international markets to prevent product oversupply before it becomes a problem.

3) Live commerce is one marketing channel that enables rapid and widespread product distribution.

4) The ministry works with numerous influencers both domestically and internationally, each employing different marketing methods, with no preferential government support given to any particular influencer.

5) Regarding influencer Pimrapat, she is understood to be committed to assisting farmers, with buying and selling arrangements made mutually between sellers and buyers. Her sales techniques and promotional methods may have specific conditions or timeframes.

Regarding public concerns about product quality, the minister expressed confidence that standards would be maintained given the strong public response and close monitoring by regulatory agencies.

6) Current durian prices remain at good levels, with export-grade AB durian at 135-150 baht per kilogram, grade C at 90-100 baht per kilogram, grade D at 70-80 baht per kilogram, and mixed grade at 125-130 baht per kilogram, varying by product quality.

The minister emphasized that the purpose of collaborating with influencers on live commerce is to manage the impending production surplus and deliver fresh produce to Thai consumers as quickly as possible.