China is now expanding its domestic durian industry, presenting a new challenge for international exporters. In 2023, the Hainan province produced its first harvest of 50 metric tons of durian in 2023. This production is expected to quadruple by 2024. This signals a potential shift in the dynamics of China’s durian market, a market currently dominated by Thailand and Malaysia.
Thailand, undeniably the largest exporter of durians globally, currently holds 95.34% of the durian market share in China. In 2023, Thailand exported durians worth USD 4.6 billion, further holds its position in the market. The country’s extensive experience and robust infrastructure give it a significant long-term advantage.
Malaysia has been steadily positioning itself as a strong competitor to Thailand in the durian export market. Initially, Malaysia focused on exporting durians to China in the form of pulp and paste, before expanding into the frozen durian sector. Today, fresh Malaysian durians are predominantly exported to markets such as Hong Kong, Singapore, Indonesia, and Brunei, with a market value reaching RM186 million in 2023. A significant milestone was achieved on 25 August 2024, when Malaysia successfully entered the Chinese market, exporting 40 metric tons of fresh durians as part of a bilateral agreement between Malaysia and China.
In 2022, Malaysia’s durian exports to China contributed RM887 million to the national economy, reflecting a robust demand for premium Malaysian durians and substantial potential for growth in the international market. Moreover, China’s durian market, with an estimated value of RM30 billion, offers a clear indication that there is ample room and opportunity for Malaysia to increase its trade value, especially for premium durian varieties. The Ministry of Agriculture and Food Security (KPKM) has set an ambitious target for Malaysia to capture RM1.8 billion of China's fresh durian market by 2030, underscoring the country's strategic focus on enhancing its presence in this lucrative market.
The country is on the right track, with continuous improvements in quality control, logistical efficiency, and the branding of Malaysia’s durian varieties. Government efforts have opened significant opportunities for local durian producers, positioning the industry as "Malaysia’s New Wealth Source."
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