Tesco is running a series of tasting events for exotic Thai fruits in 150 of its stores.
The tastings run from 2-9 June and feature mangosteens, rambutans, lychees, dragon fruits and longans.
They are backed by an article in Tesco's magazine, a competition to win a holiday to Thailand and a booklet about the products.
"The British market is showing excellent growth as more shoppers purchase exotics," said executive director of the Thai Trade Centre, Banjongjitt Angsusingh.
The promotion was launched this week by Thai ambassador Kitti Wasinondh at Tesco Kensington.