Influencers Sell 100-Baht Durian in Thailand: Marketing Hype or Local Demand Boost?

Thailand’s Commerce Ministry Defends 100-Baht Durian Promotion Amid Farmer Backlash

BANGKOK — Thailand’s Commerce Ministry has defended a controversial live-commerce promotion selling durians for 100 baht (approximately $2.75) per fruit, clarifying that the campaign targets lower-grade produce to boost domestic consumption rather than export-quality durians. The initiative, led by online entrepreneur Pimrypie, has drawn criticism from farmers concerned about potential price suppression in the broader market.

Promotion Targets Lower-Grade Durians, Ministry Says

The Ministry of Commerce confirmed that the 100-baht durian promotion was part of a broader effort to expand sales channels for Thai fruit through influencer-led live commerce. Deputy Spokesperson Krannij Nonjui stated that the campaign was not intended to set a new price benchmark for farmers but rather to distribute secondary-grade durians to domestic consumers.

“Upon factual verification, it was found to be the operation of online entrepreneur Pimrypie aiming to run special promotions to encourage domestic durian consumption and help distribute lower-grade produce to consumers.”

Krannij Nonjui, Deputy Spokesperson for the Ministry of Commerce

The ministry emphasized that the promotion was a limited-time effort to stimulate demand, particularly for smaller or lower-grade durians that might otherwise go unsold. Nonjui added that the initiative aligns with the government’s strategy to leverage digital platforms and influencers to promote Thai agricultural products.

Farmers Fear Price Pressure

Despite the ministry’s clarification, farmers and industry representatives have expressed concerns that the low promotional price could be used by middlemen or exporters to justify lower farmgate prices. Panusak Saipanich, president of the Thai Durian Association, warned that selling durians at 100 baht per fruit could undermine the domestic pricing system, particularly during the early harvest season in eastern Thailand.

“Actual production costs reach 70-80 baht per kilogram,” Saipanich said, noting that farmers already face challenges selling durians to agents at around 120 baht per kilogram. The fear is that the promotional price could be misinterpreted as a new market standard, leading to further downward pressure on prices.

Live Commerce as a Sales Strategy

The controversy highlights the growing role of live commerce in Thailand’s agricultural sector. The Ministry of Commerce has been actively promoting influencer collaborations to boost sales, particularly for high-demand products like durians. Earlier this year, a durian trader in Chanthaburi province sold 100 million baht ($2.75 million) worth of durians in just three days through a live broadcast on a Chinese e-commerce platform, with the help of Chinese influencers.

Commerce Minister Suphajee Suthasanguanwong has defended the use of live commerce, arguing that it helps connect farmers directly with consumers while expanding market access. However, the ministry has acknowledged the need to balance promotional efforts with fair pricing for growers.

Next Steps for the Ministry

The Commerce Ministry has indicated that it will continue to monitor the impact of the 100-baht durian promotion on farmgate prices. Nonjui stated that the ministry remains committed to supporting farmers while exploring new sales channels to reduce reliance on traditional middlemen.

For now, the ministry has urged farmers to focus on the overall market dynamics rather than isolated promotional events, emphasizing that the 100-baht price was never intended to reflect the value of export-grade durians.

This article is based on reporting from PPTV HD36, Manager Online, Thairath, The Standard, and Channel 7 News.