The initiative highlights Thailand’s commitment to strengthening commercial cooperation with leading retailers in the UAE.
The Ministry of Commerce of the Royal Thai Government, through the Department of International Trade Promotion (DITP) and Thai Trade Center Dubai, officially launched the Thai Fruits & Food Festival 2026 at Al Maya Murooj Supermarket on May 16, 2026, as part of its retail promotion campaign in the UAE.
The initiative highlights Thailand’s commitment to strengthening commercial ties with leading UAE retailers while expanding consumer access to Thai tropical fruits and food products across the region.
The UAE has become one of the fastest-growing markets for Thai agricultural and food exports in the Middle East. Thai food exports to the UAE reached around $300 million in 2025, up from $265 million in 2024 and $240 million in 2023. This steady growth—averaging nearly 12% annually over the past three years—reflects strong consumer and retailer confidence, as well as rising regional demand for Thai products.
This year’s campaign also showcases Thailand’s reputation as a leading source of tropical fruits, with consumers able to enjoy signature offerings such as durian, mangosteen, mangoes, rambutans, longans, coconuts, and other freshly sourced specialties from Thailand.
The promotion introduces authentic Thai flavours to UAE consumers while showcasing Thailand’s agricultural heritage, culinary traditions, and the communities behind its well-known produce industry.
The opening ceremony was attended by Bolbongse Vangphaen, Merica Sivara, Ahman Mad-Adam, Pitichai Ratananaka, and Pasabhu Upathamwaranon.
Representing the Al Maya Group were Kamal Vachani, Deputy CEO, Group Director & Partner, and Anil Khatwani, Import & Brand Manager, along with business partners, retail stakeholders, and members of the media.
Running from May 16 to 31, 2026 across 10 Al Maya stores in the UAE, the campaign features a broad range of Thai products, including tropical fruits, beverages, sauces, condiments, frozen foods, snacks, ready-to-eat meals, and other signature grocery items. Selected products will also be offered at promotional prices throughout the campaign period.
The initiative forms part of the Royal Thai Government’s broader strategy to support Thai exporters, build trust with UAE importers and retailers, and expand consumer access to high-quality food products at competitive prices. In the highly competitive UAE retail landscape—where Thai products compete with imports from countries such as India, China, and the Philippines—the campaign aims to highlight the quality and uniqueness of Thai fruits and food offerings.
Overall, the promotion is designed to strengthen Thailand’s export footprint, deepen partnerships with UAE retailers, and give consumers greater exposure to authentic Thai products in local supermarkets.
At the opening ceremony, Pitichai Ratananaka highlighted the importance of long-term retail cooperation between Thailand and the UAE.
He noted that the UAE remains one of the most significant markets for Thai food products in the Middle East, adding that strong partnerships with established retail groups such as Al Maya help expand the presence of Thai goods while supporting sustainable trade growth between the two countries.
He also said the initiative reflects the Royal Thai Government’s commitment to supporting not only businesses across the supply chain but also consumers, by ensuring continued access to quality Thai products amid current economic conditions.
Thailand is widely recognised for its strong food industry, agricultural expertise, innovation, and high food safety standards. As a leading global food exporter, the country continues to focus on promoting food security, culinary excellence, and high-quality agricultural products worldwide.
The Thai Fruits & Food Festival 2026 reinforces Thailand’s “Kitchen of the World” policy, while also increasing awareness of Thai food culture and premium agricultural products among consumers in the UAE.
Participating Al Maya Supermarkets locations include Al Murooj, Marina, Sports City, Satwa, Reef Mall, Muraqabat, Dubai Silicon Oasis (DSO), Sadaf, Shams, and JLT N.
The campaign is expected to strengthen Thailand–UAE trade relations while boosting consumer engagement and demand for Thai fruits and food products across the UAE retail sector.
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