In recent years, China has witnessed an unprecedented surge in the popularity of durian-themed cuisine, encompassing a wide array of offerings from buffets and hotpots to beverages and desserts. This trend is particularly evident in the country's catering industry, which has been keen to capitalize on the durian phenomenon through various "everything + durian" promotions, targeting the fruit's growing appeal among younger demographics.
A notable example is a restaurant in Shenzhen, situated in China's Guangdong Province, which has garnered attention for its buffet that features over 200 durian-inspired dishes. This establishment charges 199 yuan (US$27.26) per person, providing an extensive selection of durian-flavored options, including porridge, pancakes, and cakes
The fascination with durian extends beyond dining establishments, with online platforms such as Douyin (known as TikTok outside China) witnessing topics like "durian barbecue" and "durian buffet" amassing over 1.24 billion views. Despite economic constraints, the Chinese middle class's appetite for durian and durian-infused products has continued to grow, not only in the form of fresh fruit but also through various food and beverage innovations.
Guangxi Xuan Ma Food, a company specializing in packaged snacks and baked goods, reported a significant increase in sales of durian-flavored cakes, from 800,000 yuan in 2019 to over 10 million yuan in 2023. Additionally, durian has become a sought-after ingredient in milk tea, a beloved beverage across China, with durian pulp-enhanced milk tea emerging as a top-selling product for many vendors.
As the world's largest consumer of durian, China has been actively increasing its imports of the fruit, primarily from Southeast Asian countries. Data from the first nine months of 2024 indicates that China imported 1.38 million tons of durians, valued at $6.2 billion, marking an 11% increase in volume and a 5.6% rise in value compared to the previous year. Thailand and Vietnam are among the leading suppliers, with Thailand contributing nearly 54.7% of the imported durians.
To maintain its competitive edge, Thailand has initiated the One Tambon, One Digital project, aimed at enhancing the productivity of durian farmers, bolstering consumer confidence in Thai durians, and promoting high-value products on an international scale. Meanwhile, countries like Indonesia and Laos are also making strides to enter the lucrative Chinese durian market, further underscoring the fruit's growing global appeal.
Source: VNExpress