The Department of International Trade Promotion (DITP), Ministry of Commerce, is advancing Thai products certified under Thai SELECT, Thailand Trust Mart (TTM), and the Prime Minister’s Export Award (PM Awards) through the “TOPTHAI” initiative, in collaboration with Tmall, one of China’s leading e-commerce platforms.

As part of this initiative, DITP works with Key Opinion Leaders (KOLs) in the Chinese market to enhance product visibility, improve consumer accessibility, and support purchase decisions, while maintaining the strong image of Thai quality products. The campaign will be conducted from 15–25 January 2026, strategically timed ahead of the Chinese New Year shopping period.

Over the past 5 years, the TOPTHAI initiative has partnered with leading e-commerce platforms across 9 global markets, including Tmall, Amazon, BigBasket, Klangthai, Shopee, Rakuten, LetsTango, PChome Thai, Blibli, and KTH Mall, creating new pathways for Thai SMEs to reach international consumers. To date, the initiative has supported more than 2,400 Thai brands and entrepreneurs, generating a total value of over 800 million baht.

TOPTHAI operates as DITP’s official online channel on major international e-commerce platforms, bringing together a broad selection of Thai products across food, health and beauty, home décor, fashion, lifestyle, and mother-and-child categories. The initiative provides Thai entrepreneurs with direct access to overseas markets through established global e-commerce partners.

Through this platform, participating businesses benefit from reduced operational barriers, opportunities to explore international markets, enhanced national branding, and coordinated marketing and public relations support, contributing to the expansion of Thai exports through digital trade.