Thailand's fruit export industry saw growth in the first half of 2023, with China being an important export market. However, the second half of the year may bring challenges such as the end of the fruit export season and economic slowdown in major markets like the United States. Climate change also poses risks to fruit production and may affect the international market competitiveness of Thai fruits. Overall, the industry is expected to see a slight increase in fruit export value, with fresh/refrigerated fruits showing growth while canned and processed fruits may experience a reduction in orders. Additionally, the industry will face challenges related to rising labor costs, sustainable trade rules, utility costs, and financial costs. These factors make the operating environment complex and challenging, especially for small and micro enterprises.