BANGKOK, Thailand – Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun is expanding Thailand’s fruit trade by engaging leading influencers to sell durians directly from orchards.
After meeting with prominent content creators, including influencers such as Pimrypie, the Commerce Ministry is promoting Live Commerce as a key channel to connect farmers with consumers. This approach ensures that fresh, high-quality durians are delivered quickly and efficiently.
The Deputy Prime Minister emphasized that a digital-first approach is essential for managing this year’s harvest, as durian production in 2026 has increased by 33% compared to 2025. By enabling influencers to broadcast live from orchards and to select and cut fresh durians on-site, the Ministry aims to build consumer trust through transparency. This initiative also provides farmers with practical training in online sales, content creation, and digital market access, supporting the development of sustainable sales channels.
To strengthen this digital infrastructure, the Department of Internal Trade signed a Memorandum of Understanding with TikTok Technologies Ltd. on April 25, 2026. This partnership will expand the reach of Thai agricultural products through TikTok Shop and Live Commerce, and promote processed agricultural goods in global markets.
The Deputy Prime Minister invites all creators and online vendors to participate in the “Thailand: The Land of Tropical Fruits” campaign to position Thai durian as a must-have for both local and international consumers and to ensure stable income for Thai farmers. (NNT)
