Thailand launches ‘Thai Help Thai’ campaign offering 58% off daily necessities

With discounts of up to 58%, the ‘Thai Help Thai’ initiative covers a basket of more than 3,000 consumer goods, a sharp increase from the 1,100 items included in previous programmes.

Poonpong Naiyanapakorn, Director-General of the Department of Business Development (DBD) at the Ministry of Commerce, said four consumer retail and wholesale giants are fully supporting the campaign, offering discounts on at least 1,000 essential own and second tier branded items.

The discounted products include daily necessities, such as soap, shampoo, toothpaste and detergent, as well as food staples like rice, sugar, fish sauce, cooking oil, instant noodles and canned food.

Seasoning products, fresh food, household goods and personal care items are included and rice and related products in particular are seeing discounts of up to 50%, as well as ’buy one, get one free’” promotions on selected items such as riceberry under the Tops’ own brand. Some packaged rice brands are offering discounts as high as 58%.

Major retailers are also cutting prices on jasmine and white rice by 5–30%.

Fresh and frozen food items, including minced pork, seabass and white shrimp, are being discounted by 6–15%.

Cooking ingredients and household essentials are another key focus. Coconut oil prices are reduced by up to 34%, while soybean and palm oil from major retailers are 5–17% off. Oyster and fish sauce products are also included, with discounts ranging between 8 and 18%.

Laundry and cleaning products are also part of the campaign, including “buy one, get one free” promotions on liquid detergents and dishwashing liquids, as well as fabric softeners discounted by as much as 49%.

“The campaign is designed to provide immediate relief to households facing a rapidly rising cost of living, with cooperation from producers, wholesalers and retailers nationwide,” said Commerce Minister Suphajee Suthumpun.

The initial phase will run through April and May, after which new products will be introduced to maintain discounted pricing through to the end of the year.

The ministry also plans to expand distribution channels across all provinces, ensuring broader access to lower-cost essentials for as many people as possible.

The initiative is the result of a coordinated effort between the public and private sectors to cushion the impact of higher living costs, while supporting consumption during a period of economic uncertainty, according to the ministry.