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Datuk Seri Mohamad Sabu, Malaysia’s Agriculture and Food Security Minister, announced last month that the protection was extended until March 2034, saying that the protection makes it difficult for other countries to use it, according to Malaysian state news agency Bernama.
The brand is protected as a Geographical Indication, a form of intellectual property (IP) used for products whose reputation or qualities are specifically tied to their area of production.
Those with rights to the indication can prevent its use by third parties whose products are not produced in the designated areas or do not meet the applicable standards, according to the World Intellectual Property Organization, an agency of the United Nations aimed at promoting and protecting IP.
The renewal safeguards the brand and prevents non-Malaysian durians from being marketed as Musang King, The Straits Times quoted Mark Teng, a lawyer specializing in IP protection and commercialization, as saying.
Lim Chin Khee, an adviser at the Durian Academy, which specializes in training growers in Malaysia, said the IP status helps Chinese consumers feel more confident that they are getting authentic products when buying trademarked Musang King durians.
"This would help prevent counterfeit or lower-quality durians from being marketed under the prestigious Musang King label, preserving its identity as a uniquely Malaysian product," Lim said.
The Musang King label has previously been slapped onto durians from Thailand, Vietnam and China’s southern Hainan province, as reported by the South China Morning Post.
But while these fruits belong to the same subtype as the popular Malaysian variety, they can be grown in other Asian locations. Musang King durians from Malaysia are priced much higher than other durian varieties, with Bernama reporting that they can sell for over US$80 each in China
Peng Peng, who is assisting Shenzhen-based importers in selling Malaysian durians in Guangzhou, said the IP protection renewal might be a good strategy as it helps the imported fruits command prices that can be four to five times higher than other varieties in the market.
Mohamad, the Malaysian Agriculture and Food Security Minister, said the country’s fresh durians are considered premium in China and the demand for the Musang King variety is high in that market.
Zhao Yu, a 37-year-old financial professional and durian fan in Shanghai, said the IP renewal could secure a loyal customer base for the popular Malaysian durian cultivar if prices do not rise too much.
However, shoppers have many choices, she said. "I think, with the market choices being so numerous, that extending intellectual property rights has no special attraction for me as a consumer," Zhao said.
Musang King, known for its richness and smooth texture, is the most expensive durian variant in China, the world’s top consumer of the stinky fruit, according to Xinhua News Agency.
Demand for the fruit is rising in China as durian imports of all types jumped by 70% year-on-year to $1.43 million tons last year.
Of these, Malaysia accounted for RM1.19 billion (US$281 million). Its agriculture ministry expects exports of the fruit to reach RM1.8 billion by 2030.
