BEIJING, July 5 — Malaysia is targeting durian exports to China worth US$229 million (RM932.3 million) by 2030, driven by rising demand from Chinese consumers and strong growth in fresh and frozen durian shipments.
Malaysia External Trade Development Corporation (MATRADE) minister counsellor and trade commissioner at the Embassy of Malaysia in Beijing Niqman Rafaee M. Sahar said fresh durian exports have surged since Malaysia secured market access to China in August 2024.
"Fresh durian exports grew by more than 500 per cent, from about US$5 million (RM20.4 million) to US$37 million (RM150.6 million) in 2025 alone. Frozen durian exports reached nearly US$202 million (RM822.3 million) in 2025, and the positive momentum continued in the first quarter of 2026.
"In the first quarter of 2026, our durian exports reached US$77 million (RM313.5 million), and we are working towards a target of US$229 million (RM932.3 million) by 2030," he told Bernama after the launch of Durian Cube, a flagship store selling exclusively Malaysian durians in Beijing yesterday.
Niqman added that China imports nearly US$7 billion (RM28.5 billion) worth of durians annually, mainly from ASEAN countries, but Malaysia differentiates itself by offering premium varieties.
"Our Black Thorn and Musang King are very popular in the market here. We are not competing on price. What is important is to offer the best product to the market.
"Our durians are allowed to ripen naturally and fall from the tree before they are exported to China within 48 hours," he said.
Malaysia currently accounts for about four to five per cent of China's durian market and aims to increase its share to between eight and 10 per cent over the next five years, subject to supply.
Beyond fresh and frozen durians, demand for Malaysian durian-based products is also growing in China.
"The hotel, restaurant, and catering industry is importing our durians to produce pastries, chocolates, snacks, mochi, and frozen desserts. This creates more opportunities not only for fresh and frozen durians but also for downstream products," Niqman said.
Meanwhile, Chargé d’Affaires ad interim at the Embassy of Malaysia in Beijing Norfarina Mohd Azmee said the growing durian trade had further strengthened Malaysia-China ties, particularly in trade and people-to-people exchanges.
She noted that Malaysia has more than 100 durian varieties, with over 30 already exported to China.
"Compared with other major ASEAN exporters, Malaysia may not export the biggest volume, but we want to ensure we only send premium durians. We allow the fruits to ripen naturally and fall from the tree.
"This is one of the characteristics that makes Malaysian durians different," Norfarina said.
Durian Cube, one of Beijing's flagship stores selling exclusively Malaysian durians, reflected growing demand among Chinese consumers.
"We see durian not only as a trade product but also as 'durian diplomacy'. Through durian, people can learn more about Malaysia, our culture and our agriculture.
"As 2026 is Visit Malaysia Year, promoting Malaysian durian is also an opportunity to encourage more Chinese tourists to visit Malaysia," she said.
The embassy will continue working with government agencies, companies and industry stakeholders to promote Malaysian durians in China.
Meanwhile, Sri Walis (M) Sdn Bhd director K.P. Pang said demand for fresh Malaysian durians in China had surged, with the company's sales tripling from a year ago.
"We supply to five cities: Shenzhen, Guangzhou, Beijing, Shanghai, and Hangzhou. Sales for our company have increased threefold, and the market is growing very fast," he said.
Pang said the company exports about 1,000 tonnes of fresh durians to China annually, generating around RM30 million in revenue, and expects shipments to increase to between 2,000 and 3,000 tonnes next year.
Preserving fresh durians during the summer remained a challenge because of their shorter shelf life, but the company was improving its handling and preservation processes.
