Thailand is ramping up efforts to enhance its fruit exports through an innovative live commerce initiative spearheaded by Supajee Suthamphan. This campaign aims to stimulate demand ahead of the impending peak harvest season.
The strategy emphasizes the online sale of fruits like durian to manage supply effectively and avert drastic price drops associated with large influxes in harvest volumes. Ensuring a smooth transition of goods from agricultural producers to market outlets is a primary goal.
Starting mid-May, a substantial supply of durian is anticipated from Thailand's eastern regions, ushering in other seasonal fruits shortly thereafter. The government is proactive in creating early demand to mitigate oversupply risks and ensure farmer price stability.
Recently, Thailand has demonstrated impressive results in its fruit export sector. In 2025 alone, exports exceeded two million tons, accruing over 171 billion baht in value, with key markets including China, Malaysia, and Indonesia.
The first quarter of 2026 has seen even more vigorous export growth, particularly in durians, underlining global enthusiasm for Thai fruits.
To broaden international access for Thai goods, the government has organized business matching events to link local exporters with international buyers, effectively generating considerable trade value and novel opportunities.
Improving logistics and transportation is also on the agenda, with officials inspecting vital border areas and trade routes to ensure swift and efficient transport to major markets like China.
A series of promotional initiatives is planned, both online and in-person, including participation in international trade exhibitions and fruit promotional events in various cities, especially targeting China, the leading market for Thailand’s fruits.
Additionally, platforms such as Amazon and Rakuten will be utilized for global sales, enhancing customer outreach and international recognition.
Through these comprehensive initiatives, the government aims to raise fruit export value by five percent this year, aspiring for a total of 179 billion baht, which would contribute to greater income stability for farmers and an enriched global market presence.
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