Asean firms hope China's first river-to-sea canal open market but fear flood of imports

Malaysia is aiming to overtake Thailand's market for the fragrant durian fruit, which captivates some and disgusts others. This spiky fruit comes in various flavors, from sweet and creamy to bitter and even peanut butter-like, attracting devotees who savor its rich taste. In Malaysia's capital, Kuala Lumpur, a center entirely dedicated to the fruit has been established, located near the iconic Petronas Twin Towers.

The two-story Kuala Lumpur Durian Experience Centre, open daily, houses a replica orchard, theater show, and a durian-themed shop that's open from morning until midnight. Founded by Edison Ang, the center wants to attract both local consumers and tourists, particularly those from China, the largest importer of durians globally. Chinese palates have been influenced by Thailand's durian culture, but Ang aims to shift consumers who already enjoy the fruit elsewhere to Malaysian durians instead.

Last year, China imported 1.87 million tonnes of fresh durian worth US$7.5 billion, with imports jumping sixfold over the past decade. While Thailand dominated this market by value in 2025, Malaysia's exports to China have quadrupled in the first half of this year compared to the same period last year. However, durians' short shelf life, typically lasting only two to three days, makes it a tricky market to conquer.

Malaysian growers wait for naturally ripe fruit to be collected from nets or ropes as it falls, an early-harvest practice that's their biggest advantage and also their biggest weakness. Durian sales are also sensitive to economic conditions, with demand rising when Chinese consumers have higher buying power. Businesses are capitalizing on durian's potential, with companies offering durian paste, chocolate, mochi, ice cream, desserts, dried fruit, and even a durian flower perfume.

As durian products proliferate across China, specialities like Malaysian varieties can be found in Beijing's Jiang Sir durian shop, where prices range from 300 to 1,000 yuan. Visitors like Henry Zhang, a Shanghai-based durian enthusiast, were impressed by the unique flavors and creaminess of Malaysian durians, noting that after tasting them, they may even prefer Malaysian durians over other varieties.