Phuket Authorities Step In After Viral Coconut Price Sparks Debate

Officials in Phuket have launched inspections along Patong Beach after a viral video showed a tourist paying 150 baht for a coconut, igniting widespread discussion over pricing in tourist hotspots.

A team from the provincial commerce office, headed by Woranit Aphiratjiravong, visited the beachfront to review vendor practices. The inspection found that most sellers were complying with regulations by clearly displaying prices, with coconuts typically sold for around 100 baht. Vendors located slightly inland were offering lower prices, generally between 50 and 80 baht.

Traders explained that wholesale coconut costs range from 30 to 40 baht depending on logistics and seasonal factors. They also pointed to additional expenses such as ice for storage, labor, and losses from unsold products that spoil within a few days.

At the same time, concerns emerged about unlicensed vendors operating in the area. Local businesses reported that some outside sellers may have entered the beachfront zone without proper authorization. Authorities confirmed that stricter enforcement will be introduced to prevent unauthorized trading and protect Phuket’s tourism reputation.

To address the issue more broadly, the Commerce Office has scheduled meetings with Patong Beach vendors from April 27 to 30, 2026. These discussions will focus on compliance with Thailand’s Central Committee on Goods and Services Pricing Announcement No. 68/2025, which requires businesses to clearly display prices. Violations may result in legal penalties.

Officials emphasized that transparent pricing and adherence to consumer protection laws are essential for maintaining tourist trust. Strengthening oversight, they said, will help ensure fair competition and preserve Phuket’s standing as a leading global destination.