Commerce Ministry Pushes Live Commerce to Boost Thai Fruit Exports to 179 Billion Baht Target
Thailand's Commerce Ministry is deploying live commerce platforms to boost fresh fruit exports to 179 billion baht this year, starting with durian sales in May as Eastern Thailand's harvest peaks. The strategy aims to stabilize farmer price
Don't wait for market saturation—the Commerce Ministry is launching an aggressive live commerce push to drive Thai fruits into foreign markets while supporting farmer prices, targeting 179 billion baht in fruit exports this year.
Deputy Prime Minister and Commerce Minister Suphajee Suthummaphan announced the strategy of placing Thai durian on live commerce platforms, aligning with the ministry's plan to generate demand ahead of major harvest volumes. This systematic approach manages product distribution and prevents supply bottlenecks. Starting May 10, Eastern Thailand's durian production will gradually flood markets through June, alongside other seasonal fruits. This proactive management strategy helps spread distribution, reduce concentrated supply risks, and stabilize prices—far better than waiting for oversupply before implementing emergency measures.
Beyond domestic measures, the Commerce Ministry is aggressively promoting all Thai fruits to global markets. In 2025, Thailand exported 2,080,049 tons of fresh fruit valued at 171,206 million baht, up 1.1% from the previous year. The top three export markets are China (88.1%), Malaysia (2.2%), and Indonesia (2.1%).
In the first three months of 2025 (January-March), Thailand exported 305,673 tons of fresh fruit worth 22,285 million baht, a 56.2% increase. Fresh durian exports reached 101,773 tons valued at 14,215 million baht, surging 181%.
The Commerce Ministry plans to penetrate foreign markets strategically to accelerate domestic fruit distribution and benefit Thai farmers. Key initiatives already implemented this year include:
1) Business matching events for fresh fruit, processed products, and agricultural goods on March 5, 2025, generating 3,120.51 million baht in negotiated trade value between 101 Thai exporters and 90 importers from 18 countries.
2) High-level executive missions to Hanoi, Lang Son province (Vietnam), Nanning, and Guangzhou (China) between April 23-25, 2025, to facilitate smooth transportation and resolve obstacles for the 2025 fruit season through Vietnam's northern border to Southern China.
Upcoming promotional activities for 2025 include:
1) Thaifex-Anuga Asia 2026 food exhibition, Southeast Asia's largest, scheduled May 26-30 at IMPACT Muang Thong Thani, featuring 3,300 exhibitors and over 140,000 international participants.
2) Fruit promotion campaigns in seven major Chinese cities under the Thai Tropical Fruits Golden Months project: Shanghai, Xiamen, Nanning, Chengdu, Qingdao, Guangzhou, and Kunming.
3) Expanded activities throughout 2025.
