For as long as we can remember, Thailand has been the undisputed king of durians, dominating global exports and supplying the world with its creamy, pungent fruit.
But now, Malaysia is quietly making moves to shake up the throne, with its eyes set on becoming one of the biggest durian exporters—especially to China, where demand for the fruit is skyrocketing.
Malaysia’s big break: Fresh durian exports to China
For years, Malaysia could only export frozen durians—either as pulp or whole fruit.
But that changed in June 2024, when Malaysia and China inked a deal allowing fresh durian exports for the first time. This was a game-changer, opening the floodgates for Malaysia to tap into China’s growing obsession with the king of fruits.
And the results? Pretty impressive already.
According to the International Trade Centre, Malaysia’s fresh durian exports to China raked in USD 4 million (RM17.71 million) between August and October 2024—and that’s just the beginning.
China can’t get enough of durians
This deal couldn’t have come at a better time. China’s love for durians is only getting stronger, and experts predict demand will keep climbing.
BMI reports that this surge in interest could drive more investment into Malaysia’s durian industry, putting the country on track to become the next “king of durians.”
But here’s the catch—putting all the eggs in one basket (or in this case, all the durians in one market) can be risky. Relying too much on China means Malaysia could be in trouble if demand suddenly dips or shifts to another supplier.
Can Malaysia catch up to Thailand’s durian empire?
Thailand has been sitting comfortably on the durian throne for years.
Between 2013 and 2023, it controlled 63.8% of the global durian export market—an absolute giant in the industry. With its well-established supply chains and strong brand reputation, Thailand has been untouchable.
But now, things are heating up. Both Malaysia and Vietnam are stepping up their game, and Thailand might not have an easy ride anymore.
A durian showdown is brewing
According to BMI, the competition is about to get serious.
“We anticipate increasing competition in the durian market, with significant export growth from Vietnam and Malaysia. This will challenge Thailand’s status as the world’s largest durian exporter,” BMI stated in its latest report.
To put things into perspective, Thailand’s durian exports have grown at a jaw-dropping CAGR of 22.8% over the past 10 years and 8.6% over the last five years.
That’s a tough act to follow—but with fresh durians now in Malaysia’s arsenal, the playing field might finally be levelling out.
Will Malaysia be the next durian king?
Malaysia is making bold moves, and the numbers show that it’s heading in the right direction.
But can it really dethrone Thailand? That depends on how well it navigates the challenges ahead—from securing more export deals to building a stronger, more sustainable supply chain.
One thing’s for sure: the global durian market is no longer a one-country show. Malaysia is stepping into the ring, and it looks like the battle for durian supremacy is just getting started.
