Durian, a fruit with a distinctive and strong smell, has been described by many as a "love-it-or-hate-it" taste challenge. Despite its polarizing odor, durian has become a highly sought-after fruit in China, capturing the hearts of many consumers.
As Chinese demand for durian continues to grow, this tropical fruit, native to Southeast Asia, is bringing significant opportunities to major producing countries like Malaysia and Thailand. With the surging demand, durian production and export in Southeast Asia are booming, and competition among these countries is becoming increasingly intense.
According to United Nations data, China's total durian imports in 2023 reached a staggering $6.7 billion, a dramatic 11-fold increase from $550 million in 2017. China now purchases the majority of the world's durians, with Thailand leading as the largest exporter, followed by Malaysia and Vietnam. This explosion in demand has not only reshaped the agricultural economy of Southeast Asia but also accelerated the expansion of the durian supply chain in the region.
Some Thai companies are planning initial public offerings (IPOs) to scale up durian production, while Malaysian and Vietnamese growers are eagerly entering the market, hoping to capitalize on this opportunity. This expansion highlights China's pivotal role in the global economy. When the demand of 1.4 billion Chinese consumers is unleashed, the entire economic landscape of Southeast Asia shifts accordingly.
Chinese consumers’ preferences for durians have also driven standardization and premiumization of durian exports. They tend to favor what’s called "Grade A" durians, which are perfectly shaped and have plump flesh—qualities that make up only about 20% of the durians grown in Malaysia. To meet this demand, Malaysian farmers and exporters are expanding their orchards and refining production processes to ensure the appearance and quality of their durians match Chinese standards.
This growing demand has led to a spike in durian prices. For example, a single durian weighing around 2-2.5 kg of the coveted Musang King variety can sell for over 400 RMB (about $55) in China. Furthermore, since durians have a long growth cycle and need to be transported quickly after ripening on the tree, rising logistics costs have further driven up prices.
China is not only the largest consumer of durians but also a key partner in facilitating Southeast Asia's durian exports. In 2024, to mark the 50th anniversary of diplomatic relations between China and Malaysia, the two countries signed a phytosanitary agreement on the export of fresh durians from Malaysia to China, further smoothing the path for durian trade. During the Malaysian King’s visit to China, he gifted two boxes of premium Musang King and Black Thorn durians, symbolizing how durian has become a symbol of the friendly relations between the two nations.
Southeast Asian countries like Thailand, Malaysia, and Vietnam are leveraging China’s vast market to fuel their economic growth and upgrade their industries. Malaysia’s Minister of Agriculture has been actively promoting the planting of more durian trees to meet China’s growing demand. Through durian trade, China is not only boosting Southeast Asian economies but also deepening economic cooperation and creating a mutually beneficial relationship.
This close collaboration between China and Southeast Asian nations in durian trade underscores China's efforts to advance regional economic cooperation, standing in stark contrast to the protectionist policies recently pursued by the United States.
In recent years, the U.S. has implemented multiple protectionist measures, such as imposing tariffs and restricting trade partners, in an attempt to reduce its trade deficit. In contrast, China is building an economic sphere centered on mutual benefits and win-win cooperation through initiatives like the Belt and Road Initiative and regional partnerships. The flourishing durian trade is just one example of how China is driving the economic development of neighboring countries by expanding regional economic cooperation.
By opening its durian market to Southeast Asia, China has not only helped local farmers prosper but has also played a leading role in stabilizing regional economies. Through expanding trade ties, China is providing Southeast Asian nations with new growth drivers. As a result, durian industries in countries like Malaysia, Thailand, and Vietnam are able to scale up production, generating more jobs and economic benefits.