Supujai Clarifies Six Points on Durian Live-Commerce Drama, Forecasts 33% Higher Yield This Year
Thailand's commerce ministry expects durian production to jump 33% this year and is partnering with multiple influencers, including live-commerce seller Pimmy Pie, to rapidly move surplus crops to domestic and international markets.
On April 28, 2025, Deputy Prime Minister and Commerce Minister Suphajee Suthumpun posted clarifications on Facebook regarding the live-commerce durian sales controversy, providing six key points.
The Ministry forecasts durian production will be 33% higher than last year, prompting aggressive marketing plans for both domestic and international markets to prevent surplus inventory.
Live commerce is one marketing channel that enables rapid and wide product distribution. The Ministry has partnered with multiple influencers domestically and internationally, each employing different marketing methods, with no preferential ministry support for any particular influencer.
Regarding influencer Pimmy Pie, she intends to assist farmers with voluntary buyer-seller agreements, and her sales techniques and promotions may have specific conditions or timeframes.
On concerns about product quality discrepancies, the Minister noted public enthusiasm is so strong that the products will be closely watched, and regulatory authorities are already monitoring closely.
Current durian prices remain healthy: export-grade AB ranges from 135-150 baht per kilogram, grade C from 90-100 baht, grade D from 70-80 baht, and mixed grades from 125-130 baht per kilogram, varying by product quality.
The collaboration with influencers aims to manage the upcoming surplus production and deliver yields to consumers swiftly.
