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At the second largest online sales event in China, the Sultan of Malaysia sold more durian than ice cream and peaches.
Malaysian durians have pre-sold fruits and vegetables at a major Chinese retail festival, showing the power of sharp delicacies.
The best-selling variety at JD.com’s 618 festival – the largest shopping event after China’s Alibaba Singles ’Day – was the Sultan’s durian in Pahang state, according to local media that cited e-commerce giant data. Sales have also surpassed ice cream and peaches.
With creamy meat and a strong aroma like roast, prickly fruit has gained popularity in China. According to the United Nations, imports of fresh durian quadrupled last year to $ 2.3 billion in 2017, surpassing cherries in 2019 to become the country’s largest number of fruit imports.
Even though “DurioTourism” – which Chinese tourists visit on Malaysian farms – has come to a standstill due to travel restrictions, Durian diplomacy is still in force. MAPC Sdn. Bhd., Malaysia’s largest supplier of about 90% of its fruits to China, has set up seven centers last year to promote the Musang King variety in secondary and tertiary Chinese cities.
It will add another 15 this year to attract more consumers with free samples, said Sam Tan, the company’s executive director, who is also president of the Malaysian Durian Exporters Association. “Less than 10% of the Chinese population has been tested by the Malaysian durian,” he said. If more farmers enter the industry, our supply is expected to expand by at least 50% a year, Tan said.
Unlike growers who harvest Durian from an 85% mature tree, to extend the period they can save, Malaysian farmers typically wait for the fruit to ripen and fall to the ground. This blocks the fresh durian in the Chinese market, which is now dominated by Thailand.
Malaysia sent its durians to China as pasta and pasta but in 2019 it obtained permission to export frozen fruits. As an example of premium varieties like Sultan and Musang King, the fruits of full maturity have a reputation for quality and are sought after by fans. which they see as “designer durians”.
The Chinese market has become very important for durian farmers, especially those in central Malaysia on the mainland, said Khor Yu Leng Segi, a regional economist in boutique consulting at Eni Advisors. Most likely, Malaysia currently has 15% to 25% of the frozen market in China, although it still accounts for about 95% of fresh fruit sales, he said.
“Collecting durian drops has been our tradition since the 1950s,” said Wilson Change, a second-generation durian farmer in Pahang state. “Our main concern is to ensure quality and taste. Already our durian demand exceeds our supply. “
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