Thai durian dominates Chinese market

Shipments of fresh durians from Thailand to China – the world’s top consumer of the pungent fruits – rebounded in the second quarter after a drop earlier this year. It is attributed to a seasonal harvest spike and a lasting reputation for quality.

Data from China Customs showed that durian imports from Thailand reached nearly $2.67 billion, accounting for 75% of total fruit imports. This figure is a significant improvement compared to the 42.5% recorded in the first quarter of this year. In addition, Thailand accounted for 68% of China's durian import market share in 2023.

Thailand’s main competitor, Vietnam, supplied almost all of the remaining shipments in the second quarter. Vietnamese durians are more competitive in terms of price than their Thai peers in China due to lower transport costs thanks to the use of land border.

According to Liang Yan, an economist at Willamette University in the U.S. state of Oregon, Thailand has long had a "first mover advantage" among Chinese consumers.

The second quarter of each year marks the major harvest season for Thai durians, observers said, while consistency of flavor and brand recognition grant additional appeal.

Thailand’s increased share in the second quarter can be mainly attributed to the seasonal peak of Thai durian production, their strong and established trade networks, and consumer preference for Thai durians during this time, said Lim Chin Khee, an adviser with the Durian Academy, an institution that trains Malaysian growers.

China, the world’s biggest buyer of durians, imported 1.4 million tonnes in 2023. Dubbed "king of fruits" by many consumers, it is treated as a delicacy and has even been given as a gift to celebrate special occasions such as weddings.

Thai durians remain popular in China largely because the flavor seldom wavers, though the fruits lack the variety of taste, said Song Seng Wun, an economic adviser at the Singapore-based financial services firm CGS.