Thailand targets US$4.9B fruit exports in 2026 with live-commerce, Thaifex-Anuga, Gulf promotions
This multi-channel approach reduces reliance on traditional wholesale markets.
THAILAND – Thailand’s Ministry of Commerce has launched a campaign to increase fruit export value by 5% to 179 billion baht (US$4.9 billion) in 2026, while managing supply during the peak harvest from May to August.
The strategy combines domestic demand stimulation with overseas marketing to stabilize prices as seasonal volumes, particularly of eastern durian, enter the market.
Commerce Minister Suphajee Suthumpun said that durian sales via live-commerce platforms are part of a broader plan to generate demand ahead of peak supply and to support continuous distribution.
“The proactive approach is intended to spread output ahead of time, reduce the risk of market congestion and help maintain price stability,” she said.
For Middle Eastern investors, Thailand’s fruit strategy offers opportunities to secure premium produce through diversified channels.
For instance, promotional campaigns under the Thai Tropical Fruits Golden Months programme will be extended to markets in western China, with similar promotions planned for department stores in South Korea, India, and the United Arab Emirates.
In addition, Gulf-based buyers can access Thai fruit via Letstango in the UAE, one of several e-commerce partners supporting the export push.
The logistical infrastructure supporting the 2026 target comprises multiple online sales platforms, including Thaitrade.com and TOPTHAI, as well as partner platforms such as Amazon, Tmall, Rakuten, Letstango, HKTVmall, and Bigbasket. This multi-channel approach reduces reliance on traditional wholesale markets.
The ministry is also expanding overseas sales channels through Thaifex-Anuga Asia 2026, which runs from 26 to 30 May. The event is expected to host 3,300 exhibitors and more than 140,000 visitors.
Thai fruit promotions in the UAE are strategically important because the Gulf region serves as a re-export hub for markets across the broader Middle East.
Therefore, by showcasing Thai tropical fruits in UAE department stores and on Letstango’s e-commerce platform, Thailand positions itself as a reliable supplier of durian, mangoes, and mangosteens.
For Gulf food importers, Thailand’s proactive approach reduces supply volatility and ensures consistent quality.
As a result, the combination of traditional trade events and digital platforms creates a resilient export model that balances high volume with price stability.
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