Malaysia is pushing to take durian beyond its roadside stalls and family orchards to convince fans of the spiky fruit that its varieties are worth seeking out KUALA LUMPUR, Malaysia -- KUALA LUMPUR, Malaysia (AP) — Malaysia is pushing to take durian, whose powerful smell delights its lovers and repels its haters, beyond its roadside stalls and family orchards to convince fans of the spiky fruit that its varieties are worth seeking out. Devotees savor durians like wine. For Malaysian ones, the taste of their rich and creamy flesh varies widely across types.
Some are prized for their sweet custard and fruity notes, others for a hint of bitterness, an alcohol tinge or even a peanut butter flavor. Malaysians' efforts to elevate the industry can be found in the capital, Kuala Lumpur, at a center devoted exclusively to the fruit and the growing variety of products made from it. At the Kuala Lumpur Durian Experience Centre, near the landmark Petronas Twin Towers, visitors venture into a replica durian orchard to discover the fruit’s culture and history.
In another room, a theater show draws laughter. Downstairs, visitors enjoy platters and egg tarts crafted from it. Launched this summer after an investment of nearly $2 million, the two-story center spans about 1,900 square meters (20,450 square feet) and is open daily.
Its durian shop welcomes guests from morning to midnight. Its founder, Edison Ang, said the center targets both local customers and tourists, especially those from China, the world's biggest durian importer. He said Chinese palates have long been influenced by Thai durian culture.
Thailand’s earlier entry helped it secure over half that market by value in 2025. Malaysia, which began exporting fresh durian to China in 2024, was dwarfed. But for the first half of 2026, the value of China's fresh durian imports from Malaysia quadrupled compared with the same period last year, pointing to rapid growth.
Unlike their rivals, Malaysian growers typically do not harvest early, instead collecting only naturally ripened fruit caught in nets or ropes as they fall. That’s the industry’s biggest advantage and also its biggest weakness, Ang said, as sellers have to race against time because the fruit’s shelf life is at most two to three days. Any delays would affect its quality.
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