Malaysia Expanded Durian Exports to China
Malaysian businesses launched durian-themed tourism and retail initiatives to capture more of the Chinese market.
Updated on Oct. 3, 2026 in Chinese Food
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During the first half of 2026, Malaysia ramped up marketing and cultural experiences to gain ground in the massive Chinese durian market. This push follows a period where China imported 1.07 million tonnes of the fruit.
Why it matters
Malaysia is looking to secure a larger portion of the growing Chinese appetite for durians, a market currently dominated by imports from Thailand. These efforts aim to differentiate Malaysian products through unique experiential branding.
In the first half of 2026, China imported 1.07 million tonnes of durian, marking a 47 percent year-on-year increase. Thailand currently maintains an 81 percent share of the Chinese durian market.
The players
DurianBB
This brand operates outlets in Kuala Lumpur that specialize in durian-themed products.
Edison Ang
He is the founder of a durian experience centre located in Malaysia.
The details
Malaysian businesses have introduced new durian-themed product outlets in Kuala Lumpur and established a dedicated experience centre. The facility educates visitors on the history and culture surrounding the local durian industry.
Timeline
China imported 1.07 million tonnes of durian during the first half of 2026.
Culture Shift
The global durian trade has shifted toward experiential marketing as producers look to move beyond simple commodity exports. Malaysia is attempting to reposition its product against the established dominance of Thailand by leveraging culinary tourism and cultural storytelling.
Consumers in China may see a wider variety of Malaysian durian products available in retail stores as these marketing initiatives scale up. Travelers visiting Kuala Lumpur can now access dedicated centers to learn about and sample the fruit during their stay.
The takeaway
The move toward experience-based marketing highlights how agricultural producers are using tourism to build brand loyalty in international markets. This strategy suggests a long-term goal of shifting consumer preference beyond simple price-based competition.
Further reading
For more on evolving culinary trends and international trade, visit the Chinese Food section.
Source note: This article includes information reported by South China Morning Post.
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