🌏 Southeast Asia’s durian boom gains global momentum
Thailand, Malaysia, Vietnam and Laos race for global durian dominance 👑
The Main Takeaway
Durian, long dubbed the “king of fruits,” is fast becoming a regional economic powerhouse.
With Vietnam’s exports rebounding, Malaysia innovating with durian tourism, Laos entering the market, and Thailand defending its dominance, Southeast Asia is positioning itself as the world’s durian powerhouse. 🌏
Why It’s on Our Radar
📈 Global demand for durian is surging, led by China’s $7B import market.
🌍 Competition is intensifying between Thailand & Vietnam for export share.
🎭 Innovation is transforming durian into tourism, retail, and lifestyle experiences.
What’s at Stake
Exports: Vietnam’s fruit shipments hit $3.9B in 7 months, driven by durian. 📈
Tourism & innovation: Malaysia’s DurianBB Park and Academy attract 500K+ visitors annually. 🎢
Market expansion: Laos to export 400 tons by 2026, aiming at China 🇨🇳.
Trade rivalry: Thailand vs. Vietnam vying for top spot in China’s $6.9B durian market. 🇹🇭🇻🇳🇨🇳
The Big Picture
🇲🇾 Malaysia – Beyond exports, DurianBB builds parks, musicals & theme experiences; annual revenue surpasses $10M. Fresh exports to China surged tenfold in 2024.
🇻🇳 Vietnam – Durian exports bouncing back after food safety checks; targets $7.6–8B in 2025, with expansion into EU, US, and Japan. Off-season flowering tech gives it an edge against rivals.
🇹🇭 Thailand – Still leads with 57% of China’s durian market, exporting over 833,000 tons in 2024.
🇱🇦 Laos – Plans to export 400 tons in 2026, leveraging fertile land and the Laos–China Railway for efficient delivery.
🇵🇭 Philippines – Entered fresh durian exports to China in 2023; still a small player but growing.
“With the current momentum and abundant durian output from now until November, the (Vietnam’s) Ministry of Agriculture and Environment’s export target of US$7.6 billion this year is within reach, and could even approach $8 billion.” (Vietnam Fruit and Vegetable Association, VNExpress, August 21, 2025)
Why This Hits Home
Durian is transforming from a niche, divisive fruit into:
A $7B global export commodity 💵
A cultural and tourism magnet drawing Chinese & ASEAN travelers ✈️
A product innovation engine, inspiring durian pizzas, ice cream, omakase dinners, and even musicals 🎶
That distinct taste, you really love it or hate it.” (Adrian Choy, Durian BB Co-founder (CNN August 21, 2025)
Beyond the Headlines
🍕 Pizza Hut China sold 30M durian pizzas in 2024
🥐 IKEA Hong Kong offers durian croissants and ice cream
🎬 Malaysia’s DurianBB plans a “Durian Universe” in Singapore with theme parks & media spinoffs
🌱 ASEAN governments investing in sustainable farming, traceability, and food safety to win premium markets
Need More Angles?
CNN Durian musicals to a theme park: How this company is innovating with the world’s most divisive fruit
VNExpress Durian revival drives Vietnam’s fruit and vegetable exports to $3.9B in 7 months
VNExpress Vietnam vs. Thailand: battle for durian dominance intensifies
Laotian Times Laos Expects to Export 400 Tons of Durian in 2026
Fresh Plaza Malaysia and Thailand increase durian exports to China
Bangkok Post China's imports of fruits to grow with big appetite for durians, coconuts
(ELS/QOB)