On May 9, 2025, Thai officials announced a new initiative to promote Thai fruits in the Chinese market through a collaboration with popular influencer Taiyuan Lao Ge, who boasts over 93 million followers on the Kuaishou platform. This partnership is part of a broader strategy by the Ministry of Commerce to enhance the visibility and sales of Thai agricultural products, particularly durian, which has seen significant demand in China.
Mr. Phichai Naripthaphan, Advisor to the Minister of Commerce, highlighted the success of previous campaigns, noting that Taiyuan Lao Ge had once sold nearly 1 billion baht worth of Thai durian in a single day. The influencer's upcoming live event, scheduled for May 11-12, 2025, aims to shatter previous records while promoting a variety of Thai fruits, including mangoes, mangosteen, and longan. The goal for this year is to boost exports to a staggering 950,000 tons.
This initiative comes at a time when the Thai government is keen on leveraging free trade agreements (FTA) to maximize the potential of its agricultural exports. The Ministry of Commerce is implementing seven measures across 25 action plans that encompass all aspects of production, marketing, export, processing, and trade facilitation. By engaging with influential figures like Taiyuan Lao Ge, the ministry hopes to tap into the lucrative Chinese market more effectively.
In addition to boosting marketing efforts, the Thai government is actively negotiating with Chinese authorities to address challenges related to durian exports, particularly during peak seasons. Recent discussions with Mr. Wu Zhiyu, the Chinese Ambassador to Thailand, have focused on easing restrictions regarding pesticide residue inspections. To expedite the processing of goods, China has introduced a 'Green Lane' that allows for quicker inspections and immediate clearance of products upon arrival at the border.
On the agricultural front, the durian export landscape is evolving rapidly. On April 28, 2025, China officially permitted the import of fresh durian from Cambodia, provided that the fruit meets the stringent technical standards set by the Chinese government. This development is significant for Cambodia's agricultural sector, as it opens up new markets for Cambodian durian growers.
As per the guidelines, Cambodian durian must come from certified orchards and processing plants, all of which must adhere to Good Agricultural Practices (GAP) and Integrated Pest Management (IPM) standards. The Cambodian Ministry of Agriculture has urged durian farmers and processors to register their farms and facilities to comply with these new export requirements.
On April 22, 2025, the Cambodian Department of Agriculture announced that it would send a list of approved farms and processing plants to Chinese authorities by May 2025, paving the way for official exports to commence. This initiative follows the signing of a protocol regarding phytosanitary requirements for Cambodian durian exports on April 17, 2025, during Chinese President Xi Jinping's visit to Cambodia.
HF FRUIT LTD., a major durian processing facility in Cambodia, officially opened its doors on May 1, 2025. The company is gearing up to export durian to China, sourcing fruit from local farmers based on size, type, and quality. With a reported 10,454 hectares of durian plantation in Cambodia, the country produced 112,110 tons of durian in 2024, with only a small portion exported to markets like Thailand, France, and Norway.
Chinese consumers are known to consume 91% of the world's durian, making the opening of the Chinese market to Cambodian durian a significant milestone for Cambodia's agricultural sector. This move is expected to enhance the income of local farmers, expand export markets, and elevate production quality to meet international standards.
However, the journey is not without its challenges. China has implemented stringent measures to ensure the safety and quality of imported durian, particularly in light of contamination concerns that arose earlier in 2025. For Cambodian durian to succeed in the competitive Chinese market, it must meet rigorous quality control standards and maintain strict compliance with Chinese regulations.
In the face of increasing competition from neighboring countries like Thailand, which is currently the largest exporter of durian to China, maintaining high quality and safety standards is crucial. Thai exporters are urged to avoid harmful substances to preserve their reputation and consumer trust in the Chinese market.
As both Thailand and Cambodia strive to solidify their positions in the lucrative durian export market, the collaboration with influencers, the opening of new trade routes, and adherence to international quality standards will be pivotal in determining their success. The upcoming live commerce event and the new export regulations signify a promising future for Thai and Cambodian durian in the global market.
