Commerce Ministry Monitoring Live Durian Sales; Ready to Take Legal Action if Influencers Engage in Price-Dumping Promotions

The Commerce Ministry is closely monitoring live-streamed durian sales and stands ready to implement legal measures immediately if influencers launch promotions that destabilize the market and artificially depress prices.

On April 28, 2025, Kornit Nonchuay, spokesman for the Ministry of Commerce, revealed that following public interest in the case of influencer Pimrypie's high-volume live durian sales, the ministry inquired with the influencer and learned that the entrepreneur's intent is to support farmers in line with the Commerce Ministry's policy of expanding distribution channels for Thai fruits through live commerce directly from production sources.

This approach enables faster product distribution and broader consumer reach to efficiently address this year's increased production. To achieve this, durians are being sold through live streams using promotions to accelerate sales turnover, a practice that occurs annually. The goal is to provide farmers with new assured markets and higher product prices.

The Commerce Ministry welcomes private live commerce operators to participate in elevating agricultural prices. The ministry has no policy of providing special support to any particular influencer, farmer, or merchant.

Distribution methods, promotions, and prices are determined through direct negotiation between farmers and sellers. All parties can negotiate terms aligned with costs and to prices farmers find acceptable, following each merchant's marketing plan. The Commerce Ministry will oversee transactions to prevent farmer price suppression and ensure genuine market mechanisms.

Durian prices as of April 27, 2025, according to market rates:

- Export Grade AB: 135-150 baht per kilogram - Grade C: 90-100 baht per kilogram - Grade D: 70-80 baht per kilogram - Mixed Grade: 125-130 baht per kilogram

Price ranges vary according to product quality.

The Commerce Ministry will closely monitor price and production volume situations to ensure balance in both price and quantity, while continuously supporting expanded distribution channels so farmers can sell at fair and appropriate prices.

"Going forward, the Commerce Ministry will closely monitor and oversee all merchants and influencers. If any party's promotions cause market disruption affecting supply and prices—particularly causing significant price drops—we will immediately implement legal measures to ensure farmers can sell their products at fair and appropriate prices," the spokesman stated.