Malaysia seeks to expand durian industry and compete in Chinese market

Malaysia is implementing strategies to elevate its durian industry and compete in the global market, specifically targeting consumers in China. The country aims to move the fruit beyond roadside stalls and family orchards by promoting its diverse varieties, which offer flavors ranging from sweet custard to peanut butter and bitter notes.

A key part of this effort is the Kuala Lumpur Durian Experience Centre, a two-story facility opened this summer following a nearly $2 million investment. The center serves as a cultural and commercial hub where visitors can explore the fruit's history and sample various durian-based products.

Founder Edison Ang stated that the goal is to encourage existing durian consumers to switch from other countries' varieties to Malaysian durian. This push comes as Malaysia seeks to capture a larger share of the massive Chinese market. In 2025, China imported 1.87 million tonnes of fresh durian valued at $7.5 billion, a market currently dominated by Thailand.