Thailand Targets 1 Million Durian Exports, Eyes 11 Chinese Cities

The Department of International Trade Promotion (DITP) under the Commerce Ministry is rolling out a comprehensive plan to boost Thai fruit exports, with a 2025 target of 332.5 billion baht in fresh and processed fruit sales, representing 5 percent growth from the previous year's 192.5 billion baht. Sunantha Kangwalkulgij, DITP director-general, revealed that the strategy encompasses market expansion, logistics management, and digital commerce promotion, including forward purchasing negotiations, business matchmaking, and entry into new foreign markets through partnerships with China, Taiwan, Japan, Vietnam, and the UAE, generating over 3,120 million baht in trade value.

Durian has emerged as a star export, with production expected to reach 2.07 million units—a 33 percent increase—prompting the DITP to target exports of one million units globally. The department is expanding beyond major Chinese cities into 11 secondary cities including Yinchuan, Wuxi, Urumqi, Nanchang, Baicheng, Liuzhou, Changsha, Suzhou, Hangzhou, Zhengzhou, and Dalian. A key logistics initiative involves extending border gate hours at Hu Gong in Vietnam and other crossing points to streamline shipments to southern China and reduce seasonal congestion.

To tap into China's booming live commerce sector—now a major growth engine for retail—the DITP plans to deploy key opinion leaders for real-time sales promotions reaching modern consumers. Recent export data underscores market recovery, with durian sales surging 109.5 percent in April, rambutan up 92.8 percent, and lychee growing 70 percent. Additional initiatives include Thai Tropical Fruits Golden Months campaigns, in-store promotions, trade missions, and trade fairs in partnership with department stores, importers, local retailers, and influencers.