Thailand's Commerce Ministry is mobilizing to distribute a 75% surge in southern mangosteen production (139,000 tonnes in 2025). Key initiatives include: partnering with influencer "Suphachai" for consumer awareness, distributing 500+ tonnes via pop-up markets and central retail events, establishing 3 auction yards to consolidate 10,000 tonnes and improve farmer pricing transparency, and coordinating with 6 Modern Trade chains (200+ branches nationwide) plus central markets to absorb the increased supply. The effort combines direct-to-consumer sales, B2B distribution, and consumption marketing to help southern farmers cope with the bumper harvest.