Commerce Ministry Partners with TikTok to Boost Quality Durian Production and Exports
Thailand's Commerce Ministry partnered with TikTok to boost durian production and exports, with 2026 output projected to reach 2.071 million tons—a 33% increase—as the government seeks to boost domestic consumption and stabilize prices.
On April 25, 2026, Deputy Prime Minister and Commerce Minister Supajee Sutthipandej led a Commerce Ministry delegation to Chanthaburi province to assess 2026 durian production and inspect actual farming operations at Sompong Garden (100 million durians) in Khao Khichakut district. The delegation reviewed quality management systems throughout the supply chain, accompanied by Chanthaburi Governor Montsit Phaisalthanavatana, MP members Kamphir Chuenbaan and Charot Nereunchorn, and Chanida Khlaiphand, Director of Public Policy at TikTok Thailand. The team visited quality durian production facilities of model farmer Sompong Kleemalai, observed standard harvesting demonstrations, and toured processed durian products under the "Q-Chan" brand, which implements quality control across the entire production chain.
Deputy PM Supajee revealed that 2026 durian production nationwide is projected to reach approximately 2.071 million tons, a 33% increase. The eastern region will produce about 998,000 tons, accounting for 48% of the national total, with peak market supply expected in May. "This significant production increase requires systematic management across the board. Currently, Thai durians are 70% export-oriented and 30% domestic consumption. The Commerce Ministry aims to increase domestic consumption proportion to absorb increased production and stabilize prices," she stated.
The Commerce Ministry's Internal Trade Department is coordinating with all sectors to distribute 450,000 tons domestically through central markets and modern retail chains exceeding 350,000 tons, alongside sales via Thailand Post and online channels. The ministry is partnering with TikTok to promote Live Commerce and reach younger consumers. During this occasion, Deputy PM Supajee witnessed the signing of a Memorandum of Understanding (MOU) between the Internal Trade Department and TikTok Technologies Ltd. to promote Thai fruit sales through TikTok Shop and Live Commerce.
Supajee stated that this collaboration will increase farmer income and expand consumer reach, especially among younger people and foreign tourists in Thailand, through digital content and influencer marketing. Chanida Khlaiphand noted that TikTok has become instrumental in converting content into actual sales this year, with agricultural products on TikTok Shop growing 15-20% and attracting over 1.8 million creators. TikTok is prepared to jointly conduct promotional campaigns with the Commerce Ministry, providing coupons and shipping subsidies exceeding 6.5 million baht to accelerate product distribution. The platform will also implement the "3S Strategy" (Start-Skill-Scale) supporting farmers from initial sales to expansion, and promote the "Thailand: The Land of Tropical Fruits" image through digital content to build broader awareness of Thai durians.
The Commerce Ministry has deployed a "frontline team" from the International Trade Promotion Department to China to facilitate exports, targeting at least 1 million durians in exports this year.
