The Thai fruits in the Japanese market is with high sensitivity. Japanese don’t know the Thai fruits and how to consume . Consumers wouldn’t like to buy the Thai fruits. The period of product transportation takes a long time. It makes lost profits more than the short period of product transportation. In addition, the price of Thai fruits in the Japanese market was very high compared with the local fruits in the same season. The Japanese prefer fresh over processed fruits. They also love to give expensive fruits as gifts, so quality is essential. People here don't like very sweet fruits, but rather ones with a bit of a sour taste. But they want graded fresh fruits in similar sizes