KUALA LUMPUR, 27 October 2025 – A tropical fruit famed for its pungent aroma and richly sweet flesh is quietly rewriting trade lines between Malaysia and China. The durian, often dubbed the “king of fruits,” is increasingly becoming a symbol and driver of deeper economic integration between the two nations.
In 2024, China imported a record 1.56 million metric tons of durians, valued at nearly US $7 billion, with roughly 95 per cent of global durian demand accounted for by China. In Malaysia, the fruit’s significance extends beyond taste: about 90,000 hectares are dedicated to durian plantations, producing between 500,000 and 550,000 tons annually, a key engine for rural livelihoods.
Opening the Fresh-Route to China
The transformation of the sector accelerated after Malaysia and China signed a phytosanitary protocol in June 2024 allowing fresh Malaysian durians to be exported to China. Previously, Malaysia had been exporting frozen durians (since 2011) and whole frozen fruit (since 2019), but the fresh-fruit breakthrough allows Malaysian farmers to harvest at full ripeness and ship to China in as little as 36 hours via new air-freight routes.
This speedy logistics chain and improved access are helping Malaysia capture greater value, from premium fresh exports rather than commodity frozen stock. Local industry participants, such as the Malaysia International Durian Industry Development Association, say that the agreement has spurred growth not just in cultivation, but in processing, packaging and logistics sectors aligned with durian exports.
Why It Matters for Malaysia & China
From Malaysia’s perspective, the durian-China trade link supports economic diversification and rural development. As Chinese consumers develop strong taste for premium fresh Malaysian durians, Malaysian growers gain price leverage, and value-chain businesses (cooling, packing, air-freight) grow. It’s a rare fresh-produce success story in a region often dominated by commodities.
For China, the skyrocketing uptake of durian, influenced by novelty, taste preferences and rising incomes, represents not just consumption, but also a strategic import category: fresh fruit that supports trade, rural linkages in Southeast Asia, and diplomacy through softer cultural affinities.
Challenges & Next Steps
Despite the progress, the sector faces headwinds. Taste and aroma preferences vary; transit must remain fast to preserve quality; and Malaysia must scale up frozen-and-fresh logistics to avoid spoilage, especially as the fresh-route becomes more competitive. Moreover, expansion into China entails regulatory scrutiny on inspections, cold-chain integrity and customs flows.
Looking ahead, Malaysian firms and growers will be watching:
- Whether fresh-durian export volumes continue to accelerate and command premium pricing.
- How China’s import policies, quotas, tariff or non-tariff measures evolve, particularly under broader Malaysia–China trade diplomacy.
- If the upstream and downstream value-chain (processing, icing, packaging, air-cargo) investment in Malaysia is ramped up in response to demand.
Conclusion
What began as a cultural flavour match has matured into a strategic economic link, one where a fruit once regarded as quirky by some is now central to trade, logistics and rural economics. Malaysia’s durian industry is no longer just in orchards; it is embedded in global trade flows, premium export strategies and China-bound supply-chain logistics.
