KUALA LUMPUR – Long considered the world’s most divisive fruit, durian is now at the heart of a wave of innovation as Malaysian companies look beyond exports to build cultural and tourism experiences around it.
At the forefront is DurianBB, founded by entrepreneur Adrian Choy, who brands himself the company’s “Chief Dreamer.” At DurianBB Park in Kuala Lumpur, visitors sample varieties such as Musang King and Black Thorn while learning about the fruit’s history. The company has since expanded into DurianBB World, which houses a dessert shop and interactive “mini theme park,” and DurianBB Academy, a 30-acre farm offering masterclasses, carnival games, and educational tours.
DurianBB is also experimenting with entertainment and merchandising, from a children’s durian-themed musical to licensed durian characters sold at outlets including Toys “R” Us. Choy says the goal is to “deliver happiness with durian” by creating experiences that go beyond the raw fruit.
While fresh durian exports to China remain lucrative—Malaysia shipped more than 400 metric tons last year—Choy sees rising competition from regional producers. He expects prices for raw fruit to decline, making innovation critical. “Fruit is very hard to differentiate. We want to be different,” he said.
The strategy appears to be paying off. DurianBB recorded about US$10 million in revenue in 2024, largely from souvenirs, and attracts up to 500,000 visitors annually, half of them from China. With the academy set for a full launch later this year, the company projects visitor numbers could climb to 800,000.
Durian-themed experiences are also spreading across Asia. Restaurants in Bangkok and Hong Kong are serving durian-inspired fine dining, while Pizza Hut in China sold 30 million durian pizzas in 2024. Choy, however, envisions something larger: a potential “DurianBB Universe” in Singapore, combining theme park attractions, courses, and tastings. “We want to open the biggest durian integrated experience in the world,” he said.
