Durian and coconut growers in Southeast Asia are preparing for increased demand from mainland Chinese buyers, who are showing a preference for high-quality fresh fruits despite a subdued consumption environment.
Malaysian fresh durians, which saw a rise in exports last year, continue to be in demand ahead of the peak season in August, according to Guo Min, deputy marketing director with distributor Joy Wing Mau's China operations. "The growth trajectory remains robust and we foresee surging demand [for the fruit] next month," he said, adding that Malaysian durians are the most sought-after among imported fruits. "We have got the logistics and warehousing arrangements ready to better serve the market."
Malaysia began exporting fresh durians to China in 2024, with shipments valued at 24.8 million ringgit (US$5.25 million / 190 million baht) between August and December, according to Malaysia's Ministry of Agriculture and Food Security. In the first four months of 2025, Malaysia's share of China's durian market increased tenfold, Guo said.
Thailand held a 57% share of China's US$6.99 billion (226 billion baht) durian market in 2024, Chinese customs data shows. Guo spoke during a "matchmaking meeting" between international suppliers and Chinese traders in Shanghai on Friday, organised by the China International Import Expo (CIIE) Bureau ahead of the annual trade fair later this year.
Allen Zeng, deputy director of brand with Goodfarmer Fresh Fruit Trading, which exports fruit from the Philippines and Vietnam to China, said Chinese consumers' focus on health and food safety remains a key driver for imported fruit. "They underscore the importance of freshness, and they believe in big brands that can guarantee quality and security of the products," he said. "Exports of fruits, including durians and pineapples, turned out to be resilient even though local consumers are cautious about spending."
Traders at the CIIE event noted plans to introduce higher-quality coconuts and cherries to the Chinese market during the trade fair, which will take place from 5 to 10 November in Shanghai. The Chinese economy has experienced deflationary pressure over the past two years due to weak domestic demand and excess production capacity. Inflation rose 0.1% year-on-year in June, ending five consecutive months of price declines, government data shows.
The CIIE, launched in 2018, is promoted by Beijing as a platform to encourage local companies to purchase foreign goods and expand market access. In 2024, the event recorded US$80 billion in deals over six days, a 2% increase from 2023. Food and agricultural products were a key category, reflecting continued attention to food security and nutrition. For 2025, exhibitors have booked 300,000 square metres of display space. Last year, more than 3,500 international companies participated.
Source: Bangkok Post
