Picture courtesy of Khaosod.

 

In a bid to further cement Thailand’s dominance in the Chinese durian market, Commerce Minister Phichai Naripthaphan has met with Chinese diplomats to reaffirm confidence in the quality of Thai durians and to promote smoother export processes for the upcoming fruit season.

 

On 18 April, Minister Phichai held talks with Mr Wu Zhiwu, Minister Counsellor of the Embassy of the People’s Republic of China in Thailand, and Ms Zhang Xiaoxiao, Economic and Commercial Counsellor. During the meeting, the minister presented the popular Thai “Monthong” durian for tasting. The fruit received high praise for its distinctive flavour, reinforcing Thailand’s reputation as a premium durian exporter.

 

Phichai expressed confidence in the smooth export of durians to China this season and highlighted the quality of Thai produce. He urged Chinese authorities to ease contamination inspection procedures, speed up customs clearances, enhance testing facilities, and increase manpower at inspection points during peak export periods.

 

Chinese officials, in response, recommended more rigorous grading and quality control at Thai packing facilities, noting that reliable exporters with consistent quality could benefit from reduced inspection rates, a suggestion which will be forwarded to Thailand’s Department of Agriculture.

 

Thailand exported around 833,000 tonnes of durians to China in 2024, valued at approximately USD 3.7 billion. This accounted for 97.4% of Thailand’s total durian exports.

 

To strengthen this market further, the Ministry of Commerce, through the Department of International Trade Promotion, has launched a comprehensive campaign featuring four strategic pillars:

 

1. Building Consumer Confidence

 

Overseas Thai Trade Offices are collaborating with provincial commerce departments to emphasise the superior taste, quality, and uniqueness of Thai durians. They also coordinate with customs and importers to facilitate real-time trade updates and logistics support.

 

2. Expanding the Online Market

 

Thailand is targeting younger Chinese consumers via major digital platforms like Douyin (TikTok), Weibo, and Xiaohongshu. Collaborations with influencers (KOLs) and livestreamers will be backed by partnerships with e-commerce giants such as Tmall and JD.com. The campaign will culminate in “Thai Fruit Golden Month Online,” with 5 May designated as “Thai Durian Day” to coincide with peak harvest times.

 

3. Driving Sales through International Exhibitions

 

Thai durians will be showcased at prominent Chinese trade fairs, such as the China-ASEAN Expo. In parallel, leading Chinese importers will be invited to Thailand’s THAIFEX event to promote direct business connections.

 

4. Stimulating Consumption through Special Promotions

 

Thai restaurants and cafés across China will feature durian, themed dishes and beverages, like durian sticky rice, Monthong ice cream, and durian-based drinks. Additionally, “Durian Tours” will be hosted in supermarkets and shopping centres, including durian buffets as part of Thai cultural festivals.

 

These initiatives reflect Thailand’s strategic commitment to maintaining and expanding its dominant position in China’s lucrative fruit market, while showcasing the unique appeal of its “King of Fruits” on the global stage.

 

Adapted by ASEAN Now from Khoasod.

 

-- 2025-04-20

 

 

 

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