The campaign generated more than 89,000 durian livestreams on TikTok Shop in the last three months. On average, a new livestream began every 1.4 minutes, with each broadcast running for approximately 118 minutes, according to TikTok data reported by The Nation.
During the peak harvest period, durian gross merchandise value climbed 10.6 times compared with average weekly sales before the partnership was introduced.
Thai durians seen on TikTok videos. Photos via TikTok/samurai_food, albany_uq |
TikTok credited its creator ecosystem as a major factor behind the campaign’s success, noting that more than 1.8 million creators produce content related to products available on TikTok Shop.
In addition to content creators, farmers and local influencers have joined the platform to promote and livestream their produce, making it easier for consumers to discover agricultural products.
The campaign increased the number of fruit buyers on TikTok Shop by 105% year over year, while total fruit orders during the first half of 2026 rose 134%.
TikTok added that nearly half of consumers who purchased durian on the platform returned to make another purchase within the same season, indicating stronger repeat-buying behavior among online shoppers.
Beyond durian
Yanee Srimanee, deputy director-general of the Department of Internal Trade, said Thailand is projected to produce about 2.07 million metric tons of durian this year, with roughly 70% destined for export and the remaining 30% sold in the domestic market.
The department is also seeking to strengthen domestic consumption, viewing collaboration between the public and private sectors as an effective way to connect farmers with consumers. TikTok Shop, she said, has helped improve digital skills while creating new opportunities for agricultural products to reach online markets.
Thailand, the world’s largest durian exporter, shipped more than 979,000 tonnes worth US$4.37 billion last year, accounting for the bulk of the global trade of the fruit, according to Bloomberg.
Chanida Klyphun, TikTok’s director of public policy for Southeast Asia, described the partnership with the department as part of an effort to expand Thai farmers’ access to the digital economy through skills development and the adoption of live commerce as a sales channel.
After the eastern Thailand durian season concludes, TikTok and the department plan to continue supporting durian sales from the country’s southern region.
The two partners also intend to expand the initiative to additional agricultural products and farming communities, using content, creators, and e-commerce to broaden market opportunities and help farmers build sustainable incomes in the long run.
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