Fresh Malaysian ‘Tree-Fallen’ Durian Gains Popularity Among Consumers in China
Malaysian durians are making waves in China, particularly those known as “tree-fallen” — fruits that drop naturally from the tree when perfectly ripe. This unique harvesting method, common among local durian farms, is winning over the taste buds of Chinese consumers who are willing to pay a premium for quality.
According to recent industry insights, Malaysian durian exports to China have seen a dramatic increase — with sales reaching RM24.8 million between August and December last year, despite only recently entering the fresh durian market in 2024.
The success lies in the fruit’s authenticity. Unlike durians from Thailand or Vietnam that are often harvested before ripening, Malaysian durians — including the iconic Musang King — are allowed to ripen naturally and fall to the ground, resulting in a richer flavour and creamier texture.
“This method enhances the taste and aroma, and that’s what Chinese consumers appreciate,” said Guo Min, Deputy Marketing Director of fruit distributor Joy Wing Mau. He added that some suppliers have increased their export volume by 30% this year alone.
Malaysia is still playing catch-up in the durian race. Thailand currently dominates with 57% of the market share in China’s RM30 billion durian industry, while Vietnam commands 38%. But Malaysia’s entry — especially with its tree-fallen freshness — is quickly gaining traction among high-end customers and durian enthusiasts.
Air-freighted within 48 hours from Malaysian farms to Chinese supermarkets, the freshness is unmatched. And thanks to improved logistics, exporters are confident this niche market will only continue to grow.
Vivian Wang of Dole Asia Holdings also noted the exceptional response from Chinese buyers. “Malaysian durians are now among the fastest-growing imported fruits in China,” she said. “This presents a big opportunity for Malaysian farmers to expand.”
While volume may not yet rival Thailand’s dominance, Malaysia’s emphasis on quality, natural harvesting, and strong branding around Musang King and D24 varieties is positioning it as a serious contender in the global durian market.
By Tarziman — 24 Apr 2025, 02:37 PM
