A prickly affair of durian

Several concerns require immediate attention to ensure Thai durian maintain their competitive edge in the global marketplace

PUBLISHED : 11 May 2026 at 07:01

NEWSPAPER SECTION: Business

WRITER: Wichit Chantanusornsiri, Somhatai Mosika and Lamonphet Apisitniran

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Durian, dubbed the king of fruits, has ignited a lively discussion regarding the impact of live-streams hosted by popular influencers.

Do they enhance sales and help manage the expected surge in supply this year, or could they adversely affect Thailand's durian market?

Industry insiders highlight several critical concerns that require immediate attention to ensure Thai durian maintains its competitive edge in the global marketplace.

## NO BIG DEAL

Ennoo Suesuwan, a board member of the National Economic and Social Development Council, said Pimrypie's sales strategy of selling durian at 100 baht apiece is unlikely to negatively affect domestic prices or damage Thailand's durian market.

On the contrary, it should help to clear this year's durian supply, which is expected to be 30% higher than last year's output, he said.

Mr Ennoo, a former president of the Bank for Agriculture and Agricultural Cooperatives, said he believes the commerce minister understands that June and July are the peak months when large volumes of durian enter the market.

If the fruit is not quickly distributed, the oversupply will flood the market and push down prices, he said.

"Pimrypie, a famous Thai influencer, is known for selling inexpensive products. She stepped in to assist the Commerce Ministry in distributing durian by purchasing them in a similar manner to Chinese wholesalers -- buying entire orchards at prices acceptable to farmers," said Mr Ennoo.

"This includes Grade 1 and Grade 2 durian, as well as lower-grade fruit. She then sold the lower-grade durian at low prices. Pimrypie is selling durian at several price levels, though she mainly promoted smaller ones priced at 100 baht each."

Many countries such as Vietnam are now cultivating durian, competing with Thailand. Vietnamese durian compete with Thai durian in the Vietnamese market, though the former is cheaper.

Regarding this year's durian output, which is expected to increase by 30% compared with last year, he said this is the result of a durian planting boom 3-4 years ago when prices were high.

The high prices encouraged farmers to cut down other crops and replace them with durian trees. The trees planted 3-4 years ago are now gradually beginning to bear fruit this year.

Mr Ennoo said the supply must be distributed as quickly as possible. Economics dictates when products enter the market simultaneously, prices fall.

Producers must quickly distribute the goods to prevent them from piling up in the market, he noted.

Pimrypie sells durian via live-streaming, attracting roughly 800,000 viewers and about 200,000 orders within a few hours, according to the Commerce Ministry. (Photo: Pimrypie Facebook page)

## SUPPLY AND PRICES

Thailand's durian output is estimated at 1.78 million tonnes, according to the Internal Trade Department (ITD).

The Department of Agriculture (DoA) projects durian output from the eastern region during the March-July harvest season will reach 1.06 million tonnes, a 22.4% year-on-year increase due to expanded cultivation areas and favourable weather conditions.

Krittidech Yoorod, president of the Thai Durian Association, doubts the official production estimates, which have typically increased by 15-20% annually. While cultivation areas have expanded, some stakeholders question whether export figures truly align with those forecasts.

He also questioned the unusually high number of containers used for durian exports in the last week of April, which exceeded the available durian supply in the eastern region.

"Supply in the eastern region was still very limited during that period, and exporters struggled to source enough durian to fill containers," he said, expressing concern that durian from other areas may be falsely labelled as Thai origin.

Durian output from the eastern region typically peaks in May, said Mr Krittidech. Authorities have already suspended the export licences of 21 packing and collection centres in the region for violations related to unripe durian.

From Jan 1 to May 5 this year, Thailand exported 404,257 tonnes of durian to China, valued at 46.4 billion baht using 25,245 containers, according to the Agricultural Regulatory Division.

This year's prices are acceptable, though lower than in previous years, he noted. For example, prices of Kradum Thong durian from Tak averaged 270-280 baht per kilogramme, but this year they dropped to 180-190 baht.

"Farmers may feel prices have dropped sharply, but traders argue current rates reflect real supply-and-demand dynamics rather than artificially inflated prices," said Mr Krittidech.

Some collection centres may offer higher purchase prices to attract farmers and secure sufficient durian supplies for export containers, he said.

"It may take 2-3 days or longer to fill a single export container, compared with previous years when two or three containers could be filled in one day," said Mr Krittidech.

## QUALITY CONTROL

To control the quality of Thai durian, he said the authorities must take action against the distribution of unripe durian and ensure that farmers and exporters comply with Good Agricultural Practice (GAP) standards.

The DoA mandates these standards, which are enforced through the "Rule of 4 Nos": no underripe, no pests, no fraud and no artificial colouring.

Mr Krittidech said to ensure the durian industry operates effectively, proper management systems are essential. Strict oversight is required to prevent misuse of GAP certification.

While authorities have introduced mandatory measures for packing centres, enforcement remains a challenge due to insufficient staffing. He said application-based systems and other digital systems when fully functional can improve processes.

"Reliance on manual procedures not only hampers efficiency but also increases the risk of corruption," said Mr Krittidech, adding management must be improved, with a focus on streamlining complex procedures.

Exporters continue to struggle with excessively detailed regulations and requirements that hinder operations, he noted, urging authorities to prepare testing and necessary documentation to certify that Thai durian are free from residues and contamination.

"Many believe durian quality will improve this year as weather conditions have been favourable while market demand is strong," said Mr Krittidech.

Ittisan Maingam, a durian orchard owner in Khon Buri district in Nakhon Ratchasima, supports stricter enforcement against the distribution of unripe durian.

He also proposed introducing licensing systems for harvesters and sorters, similar to driver's licences, to improve accountability and quality control.

A labour shortage and unclear policies have become pressing concerns for orchard owners, particularly after many Cambodian workers who comprised a key workforce in durian orchards returned home last year following the conflict between the two countries.

Cambodian workers remaining in Thailand must contend with uncertainty regarding working permit renewals, while recruiting legal workers from Laos is highly complicated, said Mr Krittidech.

"Labour accounts for 30-40% of costs in many orchards. For midsized to large farms of 50-100 rai, labour costs are significant," he said.

Durian packing operations now pay wages 2-3 times higher than before, with orchard workers earning around 300-350 baht per day, depending on the orchard size, said Mr Krittidech, who urged the government to address the labour issue.

Logistics is another key concern. He said while Thai durian have a strong global reputation, industry insiders believe internal logistics problems may be undermining the product.

During peak season, shortages of refrigerated containers and congestion at border checkpoints persist, significantly affecting exports.

Thailand does not share a border with China, so exports to the mainland transit through Laos and Vietnam, making efficient logistics agreements essential, said Mr Krittidech.

Mr Ittisan suggested Thailand use alternative transport routes to China, such as via Myanmar's Shan state, to reduce bottlenecks at Vietnamese border crossings.

Durian growers also voiced concern about a sharp rise in production costs, including fuel, fertiliser, chemicals and packaging materials, attributed to the conflict in the Middle East. Some growers estimate overall costs have increased by around 20%.

Mr Ittisan said while solar power is being used more widely, many orchards still rely on diesel-powered generators for irrigation during cloudy weather. Meanwhile, fertiliser prices have climbed substantially.

"Durian trees require continuous fertilisation throughout flowering and fruit development stages. While fertiliser supply may be adequate this season, growers fear major shortages next season if problems are not addressed," he said.

Durian growers urged the government to address all these issues to bolster the competitiveness of Thai durian in the long term.

Modern trade outlets host a durian buffet to increase consumption.

## GOVERNMENT MEASURES

Wittayakorn Maneenet, director-general of the ITD, said the department has prepared logistics measures for durian exports to China, particularly along the route through Thailand, Laos and Vietnam.

The ITD plans to coordinate with relevant parties to prevent congestion at border checkpoints, especially as Vietnam is expected to export more than 2 million tonnes of durian to China this year, said Mr Wittayakorn.

There are also plans to promote the fruit at Thai Durian Festivals, as well as stimulating domestic consumption of more than 500,000 tonnes.

The export target is more than 1.28 million tonnes.

The department is collaborating with wholesalers to distribute durian to remote areas, and it invited influencers to live-stream durian sales at markets to promote awareness and consumption of Thai durian among tourists. The target markets include China, India, Russia and South Korea.

## REDUCED FARM OUTPUT

Kriengkrai Thiennukul, honorary chairman of the Federation of Thai Industries, expressed concern over declining farm produce, including some fruit, for factories this year, threatening to worsen the ongoing shortage of raw materials.

Entrepreneurs are struggling to deal with the lack of imported raw materials for producing steel, packaging and petrochemicals. The scarcity of agricultural output will put more pressure on the manufacturing sector, he noted.

"Thailand is going to face severe drought and heat from May," said Mr Kriengkrai.

The weather pattern, caused by a "super El Niño" effect, will reduce crop yields and eventually hamper food and fruit processing factories, he noted.

"Plants that consume vast amounts of water will be affected," he said, referring to rice, cassava, palm and some types of fruit.

Limited agricultural raw materials prevent factories from producing sufficient output, resulting in reduced sales and exports, said Mr Kriengkrai, hobbling Thailand as it copes with a sluggish economy and energy crisis.

He called on the government to devise plans for better water management for the agricultural and manufacturing sectors.

"The Royal Irrigation Department must speed up efforts to distribute water to ensure it meets demand from farmers," said Mr Kriengkrai.

Small and midsized farmers are dependent on irrigation systems, he noted, and many of them are bearing the brunt of a fertiliser shortage.

If water scarcity pressures their farming, they will struggle to get through this year, said Mr Kriengkrai.

The Agriculture and Cooperatives Ministry previously unveiled a nationwide contingency plan to mitigate the potential impact of the looming super El Niño, warning that hotter temperatures and reduced rainfall…