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Vietnamese farmers in the Central Highlands are turning coffee plantations into durian orchards due to soaring demand from China. The pungent fruit is bringing significant profits, with one farmer earning US$76,000 in 2026 compared to US$10,000 from coffee. Vietnam's Central Highlands now produces about one-sixth of the world's coffee, but durian cultivation has expanded fivefold to around 200,000 hectares in the past decade.

Vietnam gained access to China's durian market in 2022 and became the country's largest supplier by volume by 2025. Farmers like Pham Xuan Lan have diversified into durian, planting premium varieties and transporting the fruit in refrigerated containers to China. The surge in demand is driven by Chinese consumers' love for durian, especially on social media platforms like Douyin, and lower prices enabled by improved transport links and competition with Thailand.

China imported nearly US$7.5 billion worth of fresh durian in 2025, up from US$180 million in 2021. However, concerns are growing over oversupply and quality control risks as Vietnam's planted area expands rapidly. Some farmers have returned to coffee due to struggles with market quality standards.