Commerce Ministry Clarifies Influencer Selling Durian at 100 Baht Each—Just a Promotion, Export Grade Averages 140-150 Baht per Kilogram
Thailand's Commerce Ministry is expanding live commerce channels with influencers to sell durians directly from farms, with current export-grade fruit averaging 140-150 baht per kilogram. The ministry clarified that a recent viral case of durians sold at 100 baht each was a promotional campaign by an online seller offering lower-grade, ripe fruit with cosmetic imperfections. The government continues monitoring prices and production levels to ensure market stability.
On April 27, 2025, Commerce Ministry spokesman Kornij Nonjoey announced that the ministry is expanding distribution channels for Thai fruits by promoting influencers to sell Thai durians through live commerce directly from production areas, aiming to increase market opportunities for farmers and deliver quality durians to consumers rapidly. Live commerce accelerates product distribution and reaches a wider consumer base, effectively responding to increased production this year while elevating Thai fruit trade to meet modern consumer behavior seeking convenience, speed, and supply chain transparency.
The Commerce Ministry will work together to sell farmers' produce at fair prices while ensuring consumers receive quality, delicious durians at reasonable rates. Influencers will be invited to orchards to select premium durians, cut them fresh, and deliver directly to consumers, building confidence in Thai product quality while transferring knowledge about online sales, content creation, and digital market access to farmers for long-term business development.
Recent field surveys found durian prices averaging 140-150 baht per kilogram at retail and commercial points, reflecting market mechanisms and seasonal quality. Regarding the 100-baht-per-fruit sales by online seller Pimrypie, the ministry determined this is a special promotional campaign to encourage domestic durian consumption and distribute lower-grade production widely. These are ripe, good-quality durians with imperfect shapes, suitable for small family consumption, priced below export-grade D durians of similar size. The seller also offers other grades including premium fruit to drive seasonal prices higher.
The Commerce Ministry will continue closely monitoring prices and production volume while implementing market balancing measures to maintain price stability and assure farmers, businesses, and consumers.