Domestic and international promotions set to raise export value and prevent oversupply during peak harvest season
Thailand’s Ministry of Commerce is aiming to boost exports of fruit in an attempt to prevent oversupply during the country’s peak harvest season from May to August. The campaign hopes to raise export value by 5 per cent to THB179bn (US$5.5bn), according to a report by Bangkok Post.
Commerce minister Suphajee Suthumpun told the publication the campaign strategy will combine domestic demand stimulation with overseas marketing.
She added that recent durian sales via live‑commerce platforms were helping drive continuous distribution in the hopes of bypassing a flood in the market that could see prices fall.
“The proactive approach is intended to spread output ahead of time, reduce the risk of market congestion and help maintain price stability,” Suphajee said.
Thailand will also expand its presence in international markets, with representatives attending key events such as Thaifex-Anuga Asia 2026 in May.
Promotional campaigns under the Thai Tropical Fruits Golden Months programme will be held in seven major Chinese cities – Shanghai, Xiamen, Nanning, Chengdu, Qingdao, Guangzhou and Kunming. It will also target emerging markets in western China, including Yinchuan, Yuxi and Urumqi, as well as several secondary cities. Similar promotions are planned for department stores in South Korea, India and the UAE.
As part of these efforts, Thailand’s Agricultural Office in Guangzhou recently held a series of promotional activities in cooperation with Pagoda and the Office of Commercial Affairs in Guangzhou.
According to Thailand Business News, the campaign included a series of retail promotions at Pagoda outlets across Shantou, as well as tastings at Xiaogongyuan Pedestrian Street and online outreach.
The agricultural consul took participated in live-stream sales of Thai durian on Pagoda’s Douyin platform, providing details on production and export standards from orchards and packing facilities through to shipment.
Online sales of fresh and processed fruit will also be conducted through Thaitrade.com and TopThai via partner platforms, including Amazon in the US, Tmall and Pupu in China, Rakuten in Japan, Letstango in the UAE, HKTVmall in Hong Kong and Bigbasket in India.
