Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun just wrapped up a hands-on visit to Chanthaburi Province, the durian capital of Thailand, to tackle the industry's biggest challenges from the ground up. This wasn't just a ribbon-cutting moment. Minister Suphajee sat down directly with local officials, durian growers, processing operators, and business leaders to get real answers and craft real solutions.

Thailand's total durian output in 2026 is on track to reach 2.07 million tonnes — a whopping 33% jump from last year. The Eastern Region alone is expected to produce close to 1 million tonnes, accounting for 48% of the national supply, with the biggest wave hitting markets in May. A production increase of this scale demands a comprehensive, end-to-end strategy.

Here's what the Ministry of Commerce is putting on the table:
∙ Going Big on International Markets
The Ministry is doubling down on durian exports, with China leading the charge as Thailand's largest market. Live-stream shopping events with top Chinese influencers are already generating buzz and drawing even more influencers eager to get on board. At the same time, the Ministry is working hard to break into new markets beyond China.

∙ Growing the Home Turf
At the moment, 70% of Thai durian gets exported, leaving just 30% for domestic consumption. The Ministry is gunning for a domestic absorption target of at least 450,000 tonnes, moving product through major retail chains (350,000+ tonnes), Thailand Post, and online marketplaces.

∙ Leveling Up Processing and Value-Added Products
Frozen durian and other processed goods are the secret weapon for handling any surplus. The Ministry of Commerce is committed to investing in cold storage facilities and logistics infrastructure so that Thai durian can land on tables year-round — fresh, high-quality, and competitively priced.

∙ A Team Effort Across Government
The Ministry is teaming up with the Ministry of Agriculture and Cooperatives to maintain tight quality standards while also pushing for better water management solutions to help farmers hit hard by drought.

Minister Suphajee's bottom line is straightforward: Thai farmers deserve steady, reliable income, backed by stronger markets, smarter processing, and modern infrastructure. And when it comes to Thai durian, quality always comes first.