Last Tuesday, a significant event took place, featuring Suphajee Suthumpun, Thailand’s deputy prime minister and commerce minister, and one of the country’s most influential online merchants, Pimrypie. Pimrypie is recognized for her diverse range of products, from her brand of fish sauce to luxurious perfumes. The occasion was held in anticipation of a 33% increase in Thailand’s durian production this year, and it attracted approximately 800,000 viewers. Within hours, it generated roughly 200,000 orders. However, the announcement of the price sparked a significant controversy.
Farmers expressed apprehension that the government’s indication of a low price could set a maximum price instead of a minimum price for wholesalers. They argued that the significant discount could depress farm gate prices in an already burdened season. Puk Pimsorn, a durian seller who sources directly from orchards, argued that selling durians for 100 baht per kilogram would result in retailer losses, particularly at 100 baht per fruit. This pricing could impact the market by driving consumers towards cheaper options over quality produce, leaving other sellers unable to compete without suffering losses.
Sommai Panasri, a durian shop owner, shared similar concerns, suggesting the campaign would further strain durian retailers already struggling with economic slowdown, rising fuel costs, and expensive transportation. Additionally, Panusak Saipanich, president of the Thai Durian Association, noted that a retail price of 100 baht left farmers with meagre or no profit once logistics and middleman fees were accounted for.
Despite the growing backlash, Pimrypie clarified that the livestream intended to support durian growers and highlight the sector’s challenges, not to distort market pricing. She added that she had never organized such a vast campaign before and had incurred personal losses exceeding 10 million baht from the sales.
The Ministry of Commerce responded swiftly to the controversy. A deputy spokesman clarified that the promotion only applied to “secondary-grade” fruits with visual imperfections. Suphajee distanced herself from the campaign, stating the ministry only sets standards and does not organize or endorse individual sales promotions. She noted the 100-baht price as a “sales-promotion technique,” not a value indicator, and reassured that market prices remain satisfactory.
Durian is one of Thailand’s most profitable agricultural exports. The country is currently preparing for a potential excess, caused by increased cultivation due to strong prices in the late 2010s. This year’s rise in output is being exacerbated by global economic uncertainty, which is making consumers more cautious, increasing transport costs, and extreme heat, which is expected to yield smaller, lower-grade fruits.
Competition is also intensifying, particularly as Vietnam expands its market share, now holding over 40% of the market within just three years. Meanwhile, Malaysia, though it exports smaller volumes, has built a reputation for high-quality durians that command higher prices.
Despite the stable prices of Thai export-grade durians and the market not collapsing, the sector is preparing for a significant test in May when peak harvest volumes are expected to arrive. To mitigate potential issues, the commerce minister has outlined a strategy aimed at stabilizing prices and supporting growers by increasing domestic consumption and expanding overseas sales.
What is the controversy regarding the durian market in Thailand?
There were concerns that the government’s indication of a low price for durians might set a maximum rather than a minimum price for wholesalers, which could potentially depress prices at farm gates.
What was Pimrypie’s response to the backlash on the livestream?
Pimrypie clarified that the livestream was intended to support durian growers and highlight the sector’s difficulties, not to distort market pricing. She revealed that she had incurred personal losses exceeding 10 million baht from the sales.
What is the government’s approach to mitigate potential issues in the durian market?
The government’s strategy involves stabilizing prices and supporting growers by increasing domestic consumption and expanding overseas sales. The plan includes expanding export routes, investing in storage and processing, and training farmers in live commerce and content creation to reduce reliance on middlemen.
