In a strategic push to enhance the export of Thai durians, the Thai Ministry of Commerce has unveiled a comprehensive plan aimed at increasing the presence of this beloved fruit in the lucrative Chinese market. On April 18, 2025, Minister Phichai Naripthaphan met with Mr. Oujue, the Chinese Ambassador to Thailand, and Ms. Zhang, the Economic and Commercial Counselor at the Chinese Embassy, to discuss initiatives that would promote Thai durians in China.
During the meeting, Minister Phichai showcased the popular "Mon Thong" variety of durian, which has gained significant acclaim in China for its exceptional taste. He noted that the feedback from the tasting was overwhelmingly positive, reinforcing the perception that Thai durians are of high quality and uniquely flavorful. "I hope to see the import of Thai durians into China grow continuously and smoothly throughout the durian season," he stated, emphasizing the need for efficient import processes.
The Thai government is keen to capitalize on the recent relaxation of China's regulations regarding contaminants in imported fruits. Minister Phichai urged Chinese authorities to expedite inspections, enhance equipment for testing, and increase the number of personnel at customs to accommodate the expected rise in durian exports during the fruit's peak season.
In addition to improving logistical aspects, the Thai government is implementing four key strategies to boost durian exports:
- Building Confidence in Quality: The Department of International Trade Promotion is collaborating with provincial commerce offices to highlight the unique taste and quality of Thai durians. This includes real-time updates to customs and importers to facilitate smoother trade.
- Expanding Online Markets: Targeting younger consumers, the initiative aims to leverage digital platforms. Collaborations with influencers and livestreamers on platforms like Douyin (TikTok), Weibo, and Xiaohongshu will help promote Thai durians. The campaign titled "Thai Fruit Golden Month Online" is set to launch on May 5, coinciding with the peak season of durian harvest.
- International Trade Shows: Thai durians will be featured in major international trade exhibitions, such as the ASEAN-China expo. These events will invite Chinese importers to engage directly with Thai producers, fostering business opportunities.
- Promoting Consumption: Special promotions in Thai restaurants and cafes across China will introduce unique dishes such as durian sticky rice and durian ice cream. Activities like "Durian Tours" in supermarkets and festivals will further entice consumers.
In 2024, Thailand exported approximately 833,000 tons of durians to China, valued at around 3.7 billion US dollars, making up 97.4 percent of all Thai durian exports. This impressive figure underscores the importance of the Chinese market for Thai durian producers.
As part of the ongoing efforts, Minister Phichai highlighted the need for consistent quality control. He mentioned that if a supplier consistently provides high-quality durians without contamination, they may qualify for reduced inspection frequencies. This recommendation will be relayed to the Department of Agriculture for further implementation.
With the increasing demand for durians in China, the Thai government is optimistic about the future of this export sector. The combination of quality assurance, innovative marketing strategies, and enhanced trade facilitation is expected to significantly boost the presence of Thai durians in Chinese markets.
As the global market for exotic fruits continues to expand, Thai durians are poised to capture a larger share, thanks to these proactive measures. The collaboration between Thai officials and their Chinese counterparts exemplifies a commitment to fostering trade relations and ensuring that the unique flavors of Thai durians are savored by consumers in China.
