Chanthaburi: DIT x TikTok launches the Thai durian season, promoting "Thailand: The Land of Tropical Fruits" to communicate the quality of Thai fruits and help farmers increase their income through live commerce.
According to Thai News Agency, the Department of Internal Trade, together with the TikTok Thailand team and a host of popular content creators, participated in the "First Cut" event for the 2026 durian harvest season. This event was held under the "Thailand: The Land of Tropical Fruits" fruit management measures, focusing on communicating a unified image of Thai fruits and stimulating consumption through leading online platforms.
Mr. Witiyakorn Maneenet, Director-General of the Department of Internal Trade, stated that the Department is continuously driving forward its 2026 fruit management measures under the concept of "Thailand: The Land of Tropical Fruits." The aim is to communicate a unified image of Thai fruits, create widespread awareness, stimulate consumption of Thai fruits during the production season, and expand market channels for farmers through both offline and online platforms. The Department recognizes the potential of TikTok as a leading online marketplace with significant influence on the purchasing decisions of modern consumers.
The Department of Internal Trade, in collaboration with TikTok Thailand and TikTok content creators, conducted a promotional campaign for Thai durian at Nuan Thong Chan Orchard in Chanthaburi Province. This involved producing short videos and live-streaming fruit sales. This collaboration is a key approach in the 2026 fruit management measures, particularly in the marketing aspect, where the Department prioritizes the use of digital media and influencers (KOLs) for continuous positive communication to build a positive image for Thai fruits, reinforcing their quality, deliciousness, and standards, especially durian, a vital economic fruit for the country.
Mr. Witiyakorn further stated that, in line with the policy of the Minister of Commerce, emphasis is placed on promoting the consumption of Thai fruits domestically, coupled with raising awareness among foreign tourists about the quality and unique deliciousness of Thai fruits. This collaboration between the Department of Internal Trade and TikTok is therefore another proactive measure to expand the Thai fruit market, reach modern consumers, and strongly propel Thai fruits into the digital market.
Ms. Chanida Klayphan, Director of Public Policy - SEA, TikTok, stated that TikTok Shop is ready to support the local product community on the platform to help expand income opportunities and support sustainable growth for Thai farmers. Agricultural products are one of the categories that TikTok has consistently prioritized, from its inception on the platform, to capacity building, and expanding growth through collaborations with creators to enhance the buyer experience in the Discovery Commerce era.
Data from TikTok Shop in 2025 clearly reflects the potential of the fruit market on the platform, with peak sales occurring in the second and third quarters of the year, accounting for more than 65% of total annual fruit sales. Furthermore, fruit is one of the top five best-selling food and beverage categories during that period. Importantly, over 80% of fruit sales on TikTok Shop come from live streaming, demonstrating that live streaming is a crucial mechanism for connecting sellers and buyers, creating a virtual shopping experience similar to buying from a real market.
The Department of Internal Trade is inviting farmers, entrepreneurs, and distributors of Thai fruits to participate in promoting sales through online channels, especially on the TikTok platform. TikTok is a crucial channel that can reach a large number of consumers quickly and effectively, helping to support the distribution of seasonal produce, increase business opportunities, and jointly promote high-quality Thai fruits to consumers both domestically and internationally.