KUALA LUMPUR – Malaysia’s Agriculture and Food Security Minister, Datuk Seri Mohamad Sabu, is calling on more hotels nationwide to support the local durian industry by creating durian-friendly spaces for guests. Speaking at the World Durian Championship 2025 held at Bangi Golf Resort, the minister said the move is not just about boosting sales but about celebrating Malaysia’s cultural identity through its most iconic fruit.

“This is more than a promotional strategy – it’s a cultural celebration that turns a hotel into a destination that showcases the very identity of Malaysia,” he said. “Europeans and Arabs may not enjoy raw durian, but they do love products like durian ice cream. So let’s meet them where they are.”

The Bangi Resort Hotel was officially recognised by the ASEAN Book of Records as the First Durian-Friendly Hotel and Resort in the region, offering guests a dedicated, ventilated space to enjoy the pungent delicacy in comfort.

Fresh Access to China Marks Historic Milestone

The event comes just weeks after Malaysia achieved a significant milestone on June 19, 2024, by signing a Phytosanitary Requirements Protocol with China, granting Malaysian exporters access to the fresh durian market for the first time. Previously, only durian pulp (since 2011) and frozen whole fruit (since 2018) could be shipped to China.

The expanded market access is a game-changer: according to a 2024 Mordor Intelligence report, the global fresh durian market is projected to grow from US$10.78 billion in 2025 to US$16.89 billion by 2030, driven largely by China’s demand, which accounts for over 90% of durian imports in Asia-Pacific.

Between 2018 and 2022, Malaysia’s durian exports grew by 256.3%, reaching RM1.14 billion in 2022. Officials believe fresh durian exports will significantly boost agricultural trade revenues moving forward.

Strategic Partnerships for Tourism and Agriculture

Minister Mohamad Sabu urged hoteliers, orchard owners, and tourism operators to form strategic partnerships that not only promote local agriculture but create unique travel experiences. “Hotels that support local durian growers are not just promoting tourism,” he said, “they’re helping put Malaysian fruits on the global map.”

The Ministry’s push for durian-friendly hospitality aims to reposition Malaysia as a culinary destination while capitalizing on rising global durian demand – particularly in processed forms like ice cream, mooncakes, and pastries.

As more hotels begin adapting to this initiative, Malaysia could soon offer a durian tourism experience unrivaled in the region – combining farm-to-table access, culinary tours, and cultural storytelling.

From King of Fruits to Business Royalty

With fresh market access to China, surging global demand, and growing cultural appreciation, durian is no longer just the king of fruits – it’s becoming a king in business, said Mohamad. The integration of hospitality, agriculture, and export strategy signals a new era for Malaysia’s durian economy.

KEY TAKEAWAYS:

• Malaysia urges more hotels to adopt durian-friendly policies
• ASEAN’s first durian-friendly hotel officially recognized
• Fresh durian exports to China approved in June 2024
• Global market projected to reach nearly US$17 billion by 2030
• Strategic industry collaboration central to Malaysia’s durian diplomacy

(zai)