Durian, often dubbed the “king of fruits,” is a tropical delicacy renowned for its pungent aroma and rich, custard-like flesh. Native to Southeast Asia—particularly Malaysia, Indonesia, and Thailand—this spiky fruit is as controversial as it is beloved.

Despite its divisive smell, durian is highly nutritious, packed with calories, fibre, vitamin C, potassium, and healthy fats. Its rising popularity, especially in China, has fuelled a surge in demand. While Thailand remains the leading exporter, Malaysia’s distinctive durians, known for their stronger aroma and smaller size, are carving out a premium niche in the Chinese market.

Between 2018 and 2023, Malaysia’s frozen durian exports to China soared seven-fold, from US$36.3 million to US$260 million. With ambitious growth in sight, the country aims to boost exports to nearly US$500 million by 2030.

Protecting the Penang Durian Brand

To protect its reputation and ensure authenticity, the Penang state government will implement a smart Track and Trace system starting June 1, 2025. The initiative will focus on monitoring durians from Balik Pulau, a region famed for its high-quality produce.

Officials have raised concerns over inferior durians being falsely marketed as Balik Pulau durians, leveraging the brand’s prestige to fetch higher prices in China. To combat this, the state will mandate QR code tagging for all durians produced by its 200 local farmers. So far, about 60 growers have agreed to adopt the system.

These scannable QR codes will enable consumers to trace each durian back to its farm, ensuring authenticity, improving regulatory compliance, and restoring consumer trust in the Penang durian brand.

Innovation in Durian Varieties

To further expand its global footprint, Malaysia continues to innovate with new durian cultivars. Popular premium varieties include Musang King (D197) and Black Thorn (D200). In 2023, new hybrids like Kim Long (D230) and Cenderawasih (D229) were introduced to diversify offerings and meet evolving consumer preferences.

As Malaysia strengthens its position in the global durian trade, efforts in traceability, branding, and cultivar development will be key to sustaining growth and ensuring the “king of fruits” retains its royal status on the world stage.