In a significant push to bolster Thailand's agricultural exports, the Department of Foreign Trade (DFT) is ramping up efforts to promote the export of Thai fruits, particularly durian, to lucrative markets such as China and Australia. With a projected increase in production and a strategic focus on rail transportation, officials are optimistic about achieving record export values this year.
On May 10, 2025, Mr. Phichai Naripthaphan, the Minister of Commerce, highlighted the government's initiatives to enhance trade relations during a meeting with Ms. Angela Macdonald, the Australian Ambassador to Thailand. The discussions centered around increasing automotive exports and maintaining Thailand's position as the leading supplier of pickup trucks to Australia.
"We aim to strengthen our trade cooperation with Australia, especially in the automotive sector, as Thailand is the number one source of pickup trucks for the Australian market," Phichai stated. In 2024, Thailand's automotive exports to Australia reached approximately $4.66 billion, emphasizing the importance of this trade relationship.
Meanwhile, the DFT is also focusing on the export of durian, which has become Thailand's most valuable fruit export. In 2024, the total export value of fresh and frozen durian was estimated at over 157.506 billion baht, with China accounting for a staggering 97% of this figure. The Thai durian industry is projected to see a 37% increase in production this year, with total yield expected to reach 1.767 million tons.
In a recent ceremony marking the launch of a rail transport initiative for durian exports from Map Ta Phut to China, Phichai noted the significance of rail as a more efficient option for exporters. "Rail transport can manage customs processes more effectively than road transport, which often faces congestion at border checkpoints," he explained.
The DFT has plans to increase rail freight capacity, proposing the procurement of 946 new freight containers at a budget of 2.459 billion baht. This initiative aims to facilitate the growing demand for Thai fruits in international markets, particularly as the quality and quantity of produce have improved significantly this year.
As part of the strategy to boost sales, the DFT is collaborating with popular Chinese influencers to promote Thai fruits through live streaming events. Taiyuan Lao Ge, a prominent influencer with over 93 million followers on the Kuaishou platform, is set to host a live sale event on May 11-12, 2025, with a goal of breaking previous sales records. Last year, Taiyuan Lao Ge generated sales of nearly 1 billion baht in a single day.
"Utilizing influencers in China is a key strategy for expanding our market reach, especially during the peak production season when the quality of our fruits is at its best," Phichai remarked. The Ministry of Commerce is committed to implementing policies that maximize the benefits of free trade agreements (FTAs) to support Thai agricultural exports.
In addition to enhancing rail transport and influencer marketing, the DFT is also working on easing export regulations with Chinese authorities. Phichai has been in continuous discussions with Mr. Ou Zhiju, a senior diplomat from the Chinese Embassy in Thailand, advocating for relaxed inspection measures to expedite the export process.
"We are requesting that Chinese authorities streamline their inspection processes and increase the number of officials available to facilitate quicker customs clearance for our products," he noted. Recent agreements have led to the establishment of a 'Green Lane' for Thai exports, allowing for expedited inspections and quicker release of goods.
As Thailand continues to navigate the complexities of international trade, the government remains focused on leveraging its agricultural strengths to boost economic growth. The expected increase in durian production and the strategic use of rail transport and influencer marketing are seen as pivotal steps toward achieving record export values.
The DFT's initiatives align with broader economic goals to enhance Thailand's position in global markets, ensuring that the country remains a key player in the agricultural export sector. With the right strategies in place, officials are optimistic that Thailand can achieve significant growth in its agricultural exports, benefiting farmers and the economy as a whole.
In summary, the combined efforts of the DFT, the Ministry of Commerce, and private sector partners are set to redefine Thailand's export landscape. By focusing on innovative marketing strategies and improving logistics, Thailand aims to not only meet but exceed its export targets this year, paving the way for a prosperous future in the agricultural sector.
