Malaysia Aims to Make Durian a Global Delicacy

Malaysia is undertaking a significant push to elevate its prized, yet pungent, durian fruit from local roadside stalls to a globally sought-after delicacy. The nation is focusing on highlighting the diverse flavor profiles of its varieties and developing new products to capture international markets, particularly China, the world's largest durian importer.

Central to this effort is the Kuala Lumpur Durian Experience Centre, a nearly $2 million investment that offers visitors an immersive look into the fruit's culture, history, and culinary applications. The center features a replica orchard, educational displays, and a tasting area where visitors can sample durian-based pastries and dishes.

Edison Ang, the center's founder, stated that the initiative targets both domestic consumers and international tourists, with a special focus on attracting those from China. "What we actually hope for now is not to get people who don’t eat durian to start eating durian," Ang said. "Instead, we hope consumers who are already eating durian from other countries will switch to Malaysian durian."

China's appetite for durian has surged, with imports reaching 1.87 million tonnes worth $7.5 billion in 2025, a sixfold increase in volume over the decade. While Thailand has historically dominated this market, Malaysia began exporting fresh durian to China in 2024. Early data for the first half of 2026 indicates a quadrupling in the value of Chinese imports from Malaysia compared to the previous year, signaling rapid growth.

A key advantage for Malaysian durian is the growers' practice of harvesting only naturally ripened fruit. However, this also presents a challenge, as the fruit has a shelf life of only two to three days, making rapid distribution critical. Delays can significantly impact quality and lead to increased refund rates, according to industry players.

Businesses are exploring various avenues to add value and extend the appeal of durian. DKing, founded by Leron Yee, offers durian paste, chocolates, and mochi, alongside domestic market sales. Yee noted that durian sales are sensitive to economic conditions, with strong Chinese consumer spending correlating with improved business.

Adrian Choy, founder of DurianBB, is expanding his brand's offerings to include durian ice cream, desserts, dried durian, and even durian-flower-scented perfume. Choy believes that diversifying into non-food products is essential for adding value and differentiating brands in a competitive market.

In China, durian specialty shops are proliferating, with some focusing on Malaysian varieties. Shops in Beijing are selling durian platters priced between approximately $44 and $150, depending on the pulp weight and variety.

This growing market is welcomed by businesses like the Jiang Sir durian shop in Beijing, which sees competition as a catalyst for boosting the overall market for Malaysian durians. Many consumers are now seeking to experience authentic durian during their travels to Malaysia, indicating a growing global interest in the fruit's diverse origins and flavors.