Malaysia targets bigger share of China’s durian market as demand for fresh fruit surges

"Fresh durians, which are transported to China by air within 48 hours of pickup, are well-received by affluent Chinese consumers," said Guo Min, deputy marketing director at fruit distributor Joy Wing Mau’s China operations, as reported by South China Morning Post.

A worker looks at durians for sale at a shop in Kuala Lumpur on July 8, 2020. Photo by AFP

The company has high confidence in the China market and wants to pump exports by 30% this year, he added.

Other exporters share a similar view.

"Fresh durians were among the fastest-growing fruits imported to China," she noted. "It creates big opportunities for growers in Malaysia," said Vivian Wang, marketing director at Dole Asia Holdings.

Malaysia exported MYR24.8 million (US$5.5 million) worth of fresh durian to China in the last four months of 2024 after an export protocol between the two countries were signed in June.

The country now seeks to compete with Thailand and Vietnam, two major suppliers to China. Thailand held a 57% share in China sales last year while Vietnam claimed 38%, according to Chinese customs data.

Malaysia expects its durian exports to China to grow by 20-25% this year amid increasing demand and expanding domestic production.

The projection is grounded in the ongoing expansion of farming land and processing facilities, and strengthened commercial relationships coupled with promotional initiatives, according to the Federal Agricultural Marketing Authority, as cited by The Star.

Malaysian durians are allowed to ripen naturally and are collected only after they have fallen from the tree. This is considered to offer an advantage in flavor compared to Thai and Vietnamese durians which are typically cut before they are ripe.

Exporters’ optimistic outlook followed Chinese President Xi Jinping’s first visit to Malaysia in over a decade last week, as Beijing reinforced its role as a reliable trading partner in Southeast Asia amid rising tariff threats from the administration of U.S. President Donald Trump.

China has been making moves to attract exporters.

The country’s International Import Expo, launched in 2018 as an annual event, is viewed by many foreign businesses as a key marketing platform, with Beijing promoting purchases of foreign goods to demonstrate China’s commitment to free trade and market access.

Last year, the six-day expo saw purchase agreements worth US$80 billion signed, a 2% increase from the prior year.

As of Friday, over 800 international companies from approximately 70 countries had registered for this year’s event, according to the organizers.