Commerce Minister Suphachai Clarifies Live Commerce Durian Sales via Influencers to Prevent Market Oversupply
Commerce Minister Suphachai Sutthampun posted a lengthy Facebook clarification defending the government's live commerce partnership with influencers to sell durians at 100 baht per fruit, addressing public criticism over the initiative. She explained that the strategy aims to manage a projected 33% increase in durian production and prevent market oversupply while ensuring rapid distribution to consumers. The minister assured the public about product quality standards and emphasized that various influencers work independently with different marketing approaches without preferential government support.
On April 28, 2025, Commerce Minister Suphachai Sutthampun posted on Facebook regarding the collaboration with influencers to conduct live commerce durian sales at 100 baht per fruit, which has generated significant criticism and debate.
In her clarification, she explained the government's live commerce initiative through online channels in partnership with influencers, highlighting the following points:
1) Durian production this year is projected to be 33% higher than the previous year.
2) The ministry is implementing an aggressive marketing strategy for both domestic and international markets to prevent product oversupply before it becomes a problem.
3) Live commerce is one marketing channel that enables rapid and widespread product distribution.
4) The ministry works with numerous influencers both domestically and internationally, each employing different marketing methods, with no preferential government support given to any particular influencer.
5) Regarding influencer Pimrapat, she is understood to be committed to assisting farmers, with buying and selling arrangements made mutually between sellers and buyers. Her sales techniques and promotional methods may have specific conditions or timeframes.
Regarding public concerns about product quality, the minister expressed confidence that standards would be maintained given the strong public response and close monitoring by regulatory agencies.
6) Current durian prices remain at good levels, with export-grade AB durian at 135-150 baht per kilogram, grade C at 90-100 baht per kilogram, grade D at 70-80 baht per kilogram, and mixed grade at 125-130 baht per kilogram, varying by product quality.
The minister emphasized that the purpose of collaborating with influencers on live commerce is to manage the impending production surplus and deliver fresh produce to Thai consumers as quickly as possible.