Malaysian Musang King durians have captivated Chinese consumers, commanding premium prices that eclipse offerings from other Southeast Asian countries. The fruit’s high value underscores Malaysia’s growing clout in China’s lucrative durian market, where these durians are fast becoming a status symbol.
During a visit to Shenzen, Malaysia’s Agriculture and Food Security Minister, Datuk Seri Mohamad Sabu, observed Musang King durians being sold at an impressive RM350 (US$81) per fruit. These sought-after durians quickly sold out at Joy Ming Mau, a leading durian packaging and distribution company.
The enthusiasm for Musang King durians isn’t confined to Shenzen. A supermarket in Zhengzhou recently offered the prized fruit at 99 yuan ($13.95) per 500 grams, translating to 198 yuan ($28) per kilogram—a stark contrast to the more modest prices of durians from Thailand, Vietnam, and the Philippines, which range between $3.3 and $5.9 per kilogram, according to Chinese customs data.
Malaysia’s entry into the fresh durian market in China marks a pivotal moment, following a phytosanitary protocol signed in June. The inaugural shipment, which included ten varieties such as Black Thorn and Musang King, arrived in Zhengzhou, capturing the attention of Chinese durian aficionados.
Minister Mohamad noted the surging demand for Musang King, with Chinese importers already exploring additional varieties like durian kampung. Malaysia’s agriculture ministry has set a target of RM1.8 billion in durian exports by 2030, reflecting the anticipated growth driven by this demand.
Before gaining approval to export fresh durians, Malaysia’s durian exports to China were limited to pulp, paste, and frozen whole fruit. The recent expansion into fresh fruit exports elevates Malaysia’s position on the global stage, with Musang King leading the charge.
Lim Chin Khee, an adviser at the Durian Academy, highlighted Malaysia’s strategy of prioritizing quality over quantity. “Malaysian durians have earned their place as a luxury product, with exports carefully tailored to meet the expectations of high-end consumers,” Lim remarked, pointing to the deliberate focus on maintaining premium standards.
China, now the world’s largest durian consumer, has embraced the Musang King as a symbol of luxury, further elevating Malaysia’s reputation in the global market. The rising popularity and premium pricing of these durians reflect their esteemed status and the strategic value Malaysia places on its prized export.
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