Thailand's Commerce Ministry has effectively leveraged China's booming live commerce market, generating over 15 million baht in sales within three hours during a live-stream with a top Chinese influencer. This initiative, conducted by the Department of International Trade Promotion (DITP) on April 25, focused on marketing Thai durian via the ‘Shipinhao’ platform. Influencer Yan Gongzhu attracted over 150,000 viewers, highlighting strong demand for Thai durian in China.
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This effort is part of a broader collaboration involving the Thai Pavilion and Top Thai Flagship Store in China. Commerce Minister Suphajee Suthumpun participated in the live-stream from Chanthaburi, promoting Thai agriculture and engaging with local farmers and exporters. The ministry plans to continue monthly live-streams on platforms such as Douyin, Kuaishou, and Taobao, anticipating an export of at least 200 tonnes of premium Thai durian to Chinese consumers.
Thailand expects a bumper crop this year, with a projected production of 2.07 million tonnes by 2026, marking a 33% increase from last year. The eastern region alone, a significant producer, plans to harvest around 998,000 tonnes. Experts anticipate market demand to peak in May, with 470,000 tonnes expected that month. Price stability is noted in Chanthaburi, with Grade AB durians priced at 130 baht/kg and Grade C at 90 baht/kg at packing houses.
Thailand's focus on live commerce underscores its strategic approach to sustaining a stronghold in the competitive Chinese market, ensuring that durians reach consumers swiftly and effectively.
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Adapted by ASEAN Now · Thai PBS · 27 Apr 2026
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