The Ministry of Commerce has initiated a series of aggressive domestic and international marketing campaigns, aiming for a 5% expansion in Thai fruit exports to reach a total value of 179 billion Baht in 2026. This target follows a stellar performance in the first quarter (January–March 2026), where Thailand exported 305,673 tons of fresh fruit valued at 22,285 million Baht—a massive 56.24% year-on-year increase.

Mr. Prakun Kodamrong, Deputy Spokesperson of the Ministry of Commerce, revealed that Ms. Suphajee Suthamphun, Deputy Prime Minister and Minister of Commerce, has ordered immediate actions to stimulate consumption during the peak season from March to May. To facilitate this, the ministry has negotiated logistics at trade checkpoints in Laos, Vietnam, and China, securing durian orders of up to 1.1 million tons. Key international campaigns include partnerships with Pagoda, CP, and Miniso in Shantou, a durian promotional event at Tongde Plaza in Kunming, sales driving with Hyundai Department Store across 13 branches in South Korea, and a 359-million-Baht trade drive in Mumbai, India. Digitally, the ministry collaborated with China's Shipinhao platform using top KOLs with 6 million followers, alongside the PUPU online supermarket in Fujian.

To unify global PR, the ministry is launching the campaign “THAILAND: THE LAND OF TROPICAL FRUITS” across high-growth potential markets, including the Middle East, South Asia, the EU, and Central Asia. Thai exporters will showcase products at major international trade fairs such as GULFOOD in the UAE, FOODEX JAPAN, SEOUL Food & Hotel, FINE FOOD Australia, and SIAL Paris. Domestically, the upcoming THAIFEX-Anuga Asia 2026 (May 26–30, 2026) at IMPACT Muang Thong Thani will serve as a premier business matching platform. Furthermore, the Department of Internal Trade has partnered with major wholesale and retail networks like CP Axtra (Makro and Lotus’s), GO Wholesale, Siam Paragon, and Tops to host all-you-can-eat durian and fruit buffets, with a grand target to distribute at least 500,000 tons of local produce nationwide.