Inside Malaysia’s gambit to make its pungent durian the most wanted

Malaysia is actively promoting its pungent durian, a fruit that attracts fans with its strong aroma and repels haters. The goal is to showcase the various varieties, each with unique flavors ranging from sweet to bitter and even peanut butter-like.

The efforts to elevate the industry are evident in Kuala Lumpur, where a center dedicated exclusively to durian has been established. Open daily, the two-story center offers visitors a replica orchard, a theater show, and a shop filled with durian-based products.

The founder, Edison Ang, aims to attract Chinese tourists and consumers who already enjoy durian from other countries, hoping they will switch to Malaysian varieties. In 2025, China imported 1.87 million tonnes of fresh durian worth $7.5 billion, with imports from Malaysia growing significantly.

Malaysian growers typically wait for the fruit to ripen naturally before harvesting, a strategy that gives them a competitive edge but also limits shelf life. Durian sales are closely tied to economic conditions, and businesses are diversifying by creating durian-flavored products like ice cream, chocolate, and even perfume. This expansion aims to add value to the fruit and stand out in a growing market.