Southeast Asian durian markets expand as Vietnam and Malaysia target major importers

Vietnam is experiencing significant growth in its fruit and vegetable exports, with August 2026 figures reaching $1.37 billion, a 44.5% increase compared to the same period in 2025. For the first eight months of 2026, total export turnover reached approximately $6.15 billion. Durian remains a primary driver of this growth, with the Vietnam Fruit and Vegetable Association (VINAFRUIT) forecasting annual durian exports could reach $4 billion in 2026.

Market expansion is a key focus for Vietnam. Following China, India has emerged as a major new market after the Indian government amended its Phytosanitary Order in July 2026 to allow fresh durian imports from Vietnam. Negotiations are also ongoing to access markets in Australia and New Zealand.

Concurrently, Malaysia is working to elevate its durian industry to compete for China’s massive $7.5 billion import market. Efforts include professionalizing the sector through initiatives like the Kuala Lumpur Durian Experience Centre, a $2 million investment designed to promote Malaysian durian varieties to both locals and tourists.