'Hermès of durian': The luxury fruit cashing in on China's billion-dollar appetite

BBC News - WorldEN 6 min read 100% complete January 11, 2026 at 12:06 AM

AI Summary

long article 6 min

China's increasing demand for durian is driving a boom in Southeast Asian farming towns like Raub, Malaysia, known for its Musang King variety. In 2024, China imported a record $7 billion worth of durians, a threefold increase since 2020, with over 90% of global durian exports headed there. This demand has led to farmers switching from oil palms back to durian cultivation. The fruit, despite its pungent smell, has become a status symbol and popular ingredient in China. Thailand and Vietnam are currently the top suppliers, but Malaysia is also benefiting from this lucrative market.

Key Entities & Roles

Key Player Opposition Context

Koh Ewe ×250% Fresco Green 50% Vietnam 60% Chee Seng Wong 60% Thailand 60% Musang King ×270% Malaysia ×280% Raub ×685% China ×790%

Keywords

durian 100% china 90% demand 80% musang king 70% exports 70% raub 60% south east asia 60% luxury fruit 50% farming 40% imports 40%

Sentiment Analysis

Positive

Score: 0.30

Source Transparency

Source

BBC News - World

Classification Confidence

90%

Geographic Perspective

China

This article was automatically classified using rule-based analysis.

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durian china demand musang king exports raub south east asia luxury fruit farming imports

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