Supujai Clarifies Six Points on Durian Live-Commerce Drama, Forecasts 33% Higher Yield This Year
Deputy Prime Minister Suphajee Suthumpun clarified the government's durian live-commerce initiative in response to recent controversy, explaining that the Commerce Ministry expects a 33% increase in durian production this year. The live-commerce program, conducted with multiple influencers, is designed to rapidly distribute surplus production to both domestic and international markets. The Minister emphasized that no single influencer receives preferential support and that current durian prices remain at healthy levels ranging from 70-150 baht per kilogram depending on grade.
On April 28, 2025, Deputy Prime Minister and Commerce Minister Suphajee Suthumpun posted clarifications on Facebook regarding the live-commerce durian sales controversy, providing six key points.
The Ministry forecasts durian production will be 33% higher than last year, prompting aggressive marketing plans for both domestic and international markets to prevent surplus inventory.
Live commerce is one marketing channel that enables rapid and wide product distribution. The Ministry has partnered with multiple influencers domestically and internationally, each employing different marketing methods, with no preferential ministry support for any particular influencer.
Regarding influencer Pimmy Pie, she intends to assist farmers with voluntary buyer-seller agreements, and her sales techniques and promotions may have specific conditions or timeframes.
On concerns about product quality discrepancies, the Minister noted public enthusiasm is so strong that the products will be closely watched, and regulatory authorities are already monitoring closely.
Current durian prices remain healthy: export-grade AB ranges from 135-150 baht per kilogram, grade C from 90-100 baht, grade D from 70-80 baht, and mixed grades from 125-130 baht per kilogram, varying by product quality.
The collaboration with influencers aims to manage the upcoming surplus production and deliver yields to consumers swiftly.