Commerce Ministry Launches Premium Fruit Campaign at Paragon to Tap High-Value Markets
Thailand's Commerce Ministry is promoting premium fruits from Chanthaburi at Bangkok's Siam Paragon mall, inviting diplomats from 15 countries to boost awareness and tap high-value domestic and export markets for products like durian and ma
The Commerce Ministry is launching a major push to promote Thai fruits at Paragon mall with the 'Thailand: The Land of Tropical Fruits' event, bringing quality fruits from Chanthaburi province to the heart of Bangkok. Ambassadors and representatives from 15 countries have been invited to experience Thailand's premium fresh fruits and processed products, with the aim of building awareness among high-income consumers and expanding market opportunities across multiple nations.
On May 17, 2025, Deputy Prime Minister and Commerce Minister Supachee Sutthammaphand delegated Banjongchit Angsusinghe, an adviser to the Commerce Minister, to officially open the 'Thailand: The Land of Tropical Fruits' event at the Gourmet Market Promotions A area on the ground floor of Siam Paragon in Bangkok. The event included participation from Deputy Permanent Secretary Chakra Yodmani, Deputy Director-General of the Internal Trade Department Chanthapath Panjamanan, and the Chanthaburi Provincial Commerce Office.
Banjongchit stated that this event represents an aggressive initiative by the Commerce Ministry to manage seasonal fruit production, particularly important economic fruits from Chanthaburi such as durian, mangosteen, rambutan, and longan. These products have high potential in terms of quality, taste, production standards, and market demand. By bringing fruits from production areas into premium shopping districts and leading malls, the ministry aims to elevate the image of Thai fruits from ordinary agricultural products to high-value commodities, directly reaching middle to upper-class consumers, tourists, and affluent buyers.
The Commerce Ministry invited ambassadors and representatives from 15 countries, including the Philippines, Sri Lanka, Morocco, Hungary, Canada, Colombia, Maldives, and Saudi Arabia, to view, taste, and learn about Thailand's fruit potential. The strong interest from diplomatic delegations demonstrates that Thai fruits have significant opportunities for both tourist market expansion and export to many regions—both established high-demand markets and new markets increasingly interested in quality tropical fruits from Thailand.
Banjongchit further emphasized that the Commerce Ministry prioritizes upgrading Thai agricultural products with added value, particularly fruits as a strategic commodity. This event is not merely about selling Chanthaburi fruits in Bangkok, but creating a platform for Thai fruits to showcase their potential in premium markets across quality, taste, packaging, and processed products. This will expand market opportunities for farmers and entrepreneurs while building consumer confidence both domestically and internationally.
"Thai fruits, especially those from Chanthaburi, have strong advantages in quality, standards, and variety. The Commerce Ministry aims to push Thai fruits into higher-value markets both domestically through leading shopping malls and internationally by raising awareness among diplomatic missions and representatives from various countries. This is expected to be an important starting point for expanding trade opportunities and growing the Thai fruit market in the future," Banjongchit concluded.
The 'Thailand: The Land of Tropical Fruits' event is being held...
