According to preliminary data from the General Department of Customs, Vietnam’s durian exports in 2024 are estimated to have reached $3.3 billion, an increase of more than $1 billion compared to 2023.

This represents a staggering 7.8-fold growth compared to 2022, the first year Vietnamese durian was officially exported to China.

Durian now accounts for nearly 50% of Vietnam’s total fruit and vegetable export revenue in 2024, marking a new milestone.

Vietnam’s durian export surge

Export revenue from key markets has soared significantly. Over the first 11 months of 2024, Vietnamese durian exports to China increased by 43% compared to the same period in 2023. Exports to Thailand rose by 82%, to Japan by 85%, and to Cambodia by a remarkable 139 times.

China remains Vietnam's largest durian buyer, accounting for over 90% of export turnover.

Despite tighter spending among China’s middle-class consumers, their demand for durian continues to grow. By November 2024, China spent $6.83 billion to import 1.53 million tons of durian, marking a 9.4% increase in volume and a 3.9% increase in value compared to the previous year.

Durian has become a trendy choice among young Chinese consumers, spurring innovations in the culinary and foodservice industries. Durian-themed drinks, desserts, hot pot dishes, and buffets are booming in popularity.

For instance, a durian chicken hot pot chain in Guangdong Province has sold more than 2.22 million servings, while durian-filled bread has gained widespread attention on social media. In Shenzhen, a durian buffet restaurant offers over 200 durian-infused dishes at $27 per meal.

Vietnamese durian exporters have capitalized on this trend, earning nearly $3 billion from the Chinese market in 2024.

According to Chinese customs data, as of November 2024, China imported approximately 720,660 tons of durian from Vietnam, valued at over $2.86 billion. This represents a 50.2% increase in volume and a 38.2% increase in value compared to the same period in 2023.

Vietnam’s durian market share in China has risen to 47.09% - a significant leap from 34.3% the previous year. This brings Vietnam close to matching Thailand, which holds a 52.03% market share.

Untapped potential in the durian market

China accounts for 91% of global durian consumption. Despite its growing popularity, only about 1% of China’s population has access to durian, signaling immense potential for further market growth.

Nguyen Thanh Binh, Chairman of the Vietnam Fruit and Vegetable Association (Vinafruit), highlights that Vietnam’s durian production has surged in recent years. Many orchards planted 5–6 years ago are now yielding harvests, contributing to the 1.45 million tons of durian expected in 2024.

The high demand and favorable market conditions have brought substantial profits to Vietnamese durian farmers.

In 2025, Vietnam's durian exports are expected to climb further as China opens its market to new durian products, such as durian puree and pulp, which have higher added value than fresh durian. These products will help maximize the use of raw materials and boost farmers’ incomes.

Maintaining growth with higher standards

To sustain growth and further penetrate the Chinese market, Mr. Binh emphasizes the need for national standards for key fruit and vegetable exports, particularly durian.

National standards should include strict guidelines for harvesting, post-harvest preservation, transportation, and processing. Without such standards, farmers may inadvertently reduce product quality, such as by causing scratches on the fruit's surface, which shortens its shelf life.

Additionally, differences in ecological zones where durian is grown can result in variations in product quality. While this diversity helps cater to different market segments, it also underscores the need for quality control.

By establishing quality standards, stakeholders can collaborate more effectively in production, harvesting, and processing. This would also strengthen the government’s position in negotiating market access and aid in developing planting area codes and packaging facility codes, Mr. Binh concluded.

Tam An