Thailand’s Commerce Ministry has successfully tapped into China’s booming live commerce market, generating over 15 million baht in sales in just three hours during a promotional live-stream featuring a prominent Chinese influencer.
On April 25, the Department of International Trade Promotion (DITP) expanded distribution channels for Thai durian to Chinese consumers via live commerce on the ‘Shipinhao’ platform.
The event featured Yan Gongzhu, also known as ‘Yan Zhenxian’, a prominent Chinese influencer with over 6 million followers. The session attracted over 150,000 Chinese viewers and generated sales of about 15 million baht in just three hours, demonstrating the massive appetite for Thai durian in China.
In a move to boost confidence in Thai produce, Commerce Minister Suphajee Suthumpun joined the live-stream while visiting Chanthaburi. She was in the province to meet with farmers and exporters to discuss the current harvest and export situation.
The live commerce initiative is part of a broader collaboration with Thai Pavilion and the Top Thai Flagship Store in China.
The ministry plans to keep the momentum going through next month, with scheduled live-streams on major Chinese platforms, including Douyin (TikTok), Kuaishou and Taobao.
Officials expect these digital marketing efforts to generate at least 200 tonnes of premium Thai durian exports to Chinese consumers.
The surge in digital promotion comes as Thailand anticipates a bumper crop this year. Total durian production for 2026 is projected to reach 2.07 million tonnes, a 33% increase over last year.
The eastern region alone accounts for nearly half of the national output, harvesting approximately 998,000 tonnes.
Experts predict that the market will reach its peak in May, with 470,000 tonnes hitting the shelves in that month alone.
Despite the high volume, prices in Chanthaburi remain stable for quality fruit.
The current price of Grade AB stands at 130 baht/kg at packing houses, while the price of Grade C is 90 baht/kg. Meanwhile, the bulk farm-gate price is 120–125 baht/kg.
The Ministry's shift towards live commerce marks a strategic evolution in how Thailand maintains its dominant position in the competitive Chinese fruit market, ensuring that the so called "King of Fruits" reaches consumers directly and efficiently.
