A viral livestream campaign selling durians at 100 baht apiece — one million fruits offered by popular influencer Pimry Pie — has stirred controversy among small retailers who argue the price, well below the market rate of 120–150 baht per kilogram or upwards of 300 baht per fruit, undermines the trade. Yet the resulting buzz has proved an unexpected boon for durian vendors in Chiang Mai, with sales at some shops more than doubling.
At Jae Pom Iron Durian in the Mueang Mai Market area, staff have been peeling fruit non-stop as customers stream in throughout the day. Owner Natphat Jeerajit credits both Commerce Minister Supajee Suthampan and the influencer campaign for reigniting Thai consumer interest in the fruit. Daily sales at the shop have jumped from around one tonne to two, with Monthong the most popular variety. Natphat notes that despite the higher price tag, customers are satisfied with the quality.
