Government signs agreement with social media platform to promote fruit sales
The Thai government has partnered with TikTok to help promote domestic fruit sales in anticipation of a bumper durian harvest.
According to a report from The Bangkok Post, commerce minister Suphajee Suthumpun recently presided over the signing of a memorandum of understanding between the Department of Internal Trade and TikTok to promote fruit sales via TikTok Shop and live selling.
Suphajee said the partnership will help boost growers’ income and expand the consumer base, particularly among younger buyers.
The minister shared the details of the partnership during a visit to Chanthaburi province, one of the country’s top durian production areas, to monitor the latest harvest. She said the industry had forecast a crop of around 2mn tonnes, a 33 per cent increase on last year, with peak supply expected in May.
“Increased output means management must be handled across the entire system. About 70 per cent of Thai durian is exported while the rest is consumed domestically, and the ministry aims to increase domestic consumption to absorb higher output and maintain price stability,” she said.
The ministry has committed to help distribute at least 450,000 tonnes of fruit domestically through wholesale markets, modern trade outlets, Thailand Post and online channels. It has also sent a team to China to help with international promotions, including the “Thailand: The Land of Tropical Fruits” campaign, which aims to promote the national brand through digital platforms.
Chanida Klyphun, head of public policy for TikTok Thailand, said the platform is increasingly converting content into actual sales, with agricultural products on TikTok Shop growing 15–20 per cent and more than 1.8mn creators linked to shopping baskets.
The platform will also deploy a “Start-Skill-Scale” strategy to support farmers and promote “Thailand: The Land of Tropical Fruits” through digital content.
