Supachai Tackles Chanthaburi's Record Durian Harvest: Targeting 1 Million Tons for Export with TikTok Live Commerce Boost

Deputy Prime Minister and Commerce Minister Supachai Panitchpakdi led Commerce Ministry executives to Chanthaburi province on April 25 to monitor the 2025 durian production situation and inspect farming operations at Sompong Garden, a 1-billion-baht durian farm in Khao Khitchakut District. The delegation inspected quality management systems from farm to market, accompanied by provincial governor Mont Sitthiphon Paisalthanavatana, parliamentary representatives, and Chanida Khai Phuean, Director of Public Policy for TikTok Thailand.

During the visit, the team observed premium durian production and processing techniques under the "Q-Chan" brand, which implements quality control throughout the supply chain. Minister Supachai revealed that 2025 durian production is expected to reach approximately 2.071 million tons, a 33% increase, with the eastern region alone producing about 998,000 tons—48% of the national total. Peak harvesting is anticipated in May.

Currently, Thai durians are exported at roughly 70% while 30% are consumed domestically. The Commerce Ministry aims to increase domestic consumption to manage the surplus production and maintain price stability. The ministry targets moving at least 450,000 tons through domestic channels, including central markets and over 350 modern retail outlets, alongside sales through Thailand Post and online platforms in partnership with TikTok's live commerce features to reach younger consumers.

Minister Supachai witnessed the signing of a Memorandum of Understanding between the Department of Internal Trade and TikTok Technologies Ltd. to promote Thai fruit sales through TikTok Shop and live commerce platforms. This collaboration is expected to boost farmer income, expand consumer reach particularly among younger demographics and foreign tourists, utilizing digital content and influencer partnerships.

Chanida Khai Phuean from TikTok Thailand noted that the platform has become crucial in converting content into actual sales, with agricultural products on TikTok Shop growing 15-20% and 1.8 million creators participating. TikTok will run promotional campaigns with the Commerce Ministry, providing over 6.5 million baht in coupons and shipping subsidies to accelerate product sales. The partnership will follow a 3S strategy (Start-Skill-Scale) supporting farmers from their first sale to scaling operations, while promoting the "Thailand: The Land of Tropical Fruits" brand through digital content to boost global recognition of Thai durians.