The guests of “Thailand’s Amazing Durian And Fruit Fest 2018”pose for photos. (Photos by Zhao Yipu)

Bangkok (People's Daily) - Bangkok kicked off its third annual durian festival on Friday, with visions of shipping the divisive, odiferous fruit from rural Thai farmers directly to the hands of Chinese consumers.

The week-long festival in a high-end mall highlights the spiky fruit that is so smelly some public areas in the country have “No Durian” signs posted. People seem to love durian or hate it.

The backers of the “Thailand’s Amazing Durian And Fruit Fest 2018” include the Ministry of Commerce and the Tourism Authority of Thailand.

The owners are cutting durians for buffet consumers.

Three Thai actors — Mai Davika, Louis Scott  and Susie Susira Angelina Naenna — added some glamor to the opening ceremony, led by Minister of Commerce Sonthirat Sontijirawong. The festival features top quality durians along with seasonal fruits and 10 dessert dishes as well as a farmer’s market zone offering up to 300 various products from 50 provinces and over 100 famous stores.

Mr.Sonthirat Sontijirawong, Minister of Commerce in Thai, is trying the delicious durian.

The minister of commerce said that the government aims to create more opportunities and channels to expand fruit sales into the international market.

“The Chinese market is very important for us. We are excited for the cooperation with (Chinese e-commerce giant) Alibaba,” he said. “Thailand will also benefit a lot from the cooperation because we can allow our rural people to sell Thai fruits directly to Chinese consumers and sell good products directly to consumers.”