Thailand golden pillow durians are sold in a supermarket in Beijing, China, on June 16, 2024. Photo by SCMP via Reuters
Thailand’s Commerce Ministry is tapping the influence of a prominent social media star to drive its durian and other fruits exports through an online sales event targeting Chinese buyers.
The ministry aims to break records in volume and value of fruit exports to China with a live-selling broadcast featuring Taiyuan Lao Ge, a Chinese influencer with over 93 million followers on local social media platform Kuaishou, according to The Nations.
The broadcast, scheduled for May 11 and 12, aims to sell durian and other Thai fruits including mangoes, longans, mangosteens, and other seasonal varieties.
Taiyuan last year sold billion baht’s worth of Thai durian on a single day (BHT1 billion = US$30.25 million).
Utilizing Chinese influencers for live online sales is a cornerstone of the ministry’s strategy to boost Thai fruit exports, especially during the current harvest season, which has yielded a surge in high-quality produce, according to Commerce Minister Pichai Naripthaphan.
The commerce ministry is partnering with private sector entities and Chinese online platforms to promote Thai agricultural products and elevate their global reputation.
On durian exports specifically, Pichai revealed ongoing talks with Wu Zhiwu, Minister Counsellor at the Chinese Embassy in Thailand, to discuss updates on the durian trade.
Pichai has pressed Chinese authorities to relax contaminant inspection protocols and streamline clearance at border crossings, calling for additional inspection tools, equipment, and staff to facilitate smoother exports during this peak production period.
China customs have recently committed to round-the-clock operations to facilitate Thai durian imports during peak harvest season.
China accounted for 98% of Thailand’s durian exports last year, with an export value of approximately $4 billion, according to Thailand’s official data.
