Malaysia has sharply increased imports of Vietnamese durian, with import value rising nearly fivefold year on year. Although market share remains small, the surge signals growing interest in Vietnamese durian and new export opportunities beyond traditional markets

Rising Demand Beyond Traditional Markets

Beyond Malaysia, several other destinations have recorded strong growth in durian imports from Vietnam. Hong Kong, for example, nearly doubled its import value over the same period, reaching approximately $47 million in the first 11 months of the year. In November alone, shipments to Hong Kong were more than 20 times higher than a year earlier.

Industry experts attribute this momentum to seasonal supply gaps and market segmentation. Vietnam benefits from a longer harvesting cycle that extends across much of the year. In contrast, Malaysia’s domestic durian season typically runs from May to August, creating off-season demand that can be met by Vietnamese suppliers.

Competitive Advantages in the Export Market

Durian from Vietnam offers several competitive strengths in international markets. Supply is more evenly distributed throughout the year, while an expanding range of cultivars allows producers to serve diverse segments, from fresh consumption to processed products used in regional food industries.

At the same time, expanding into multiple export destinations helps reduce risks linked to overreliance on a single market. China currently dominates demand, accounting for more than 94% of total export value, or around $3.45 billion over 11 months. Such concentration, however, exposes exporters to potential regulatory and demand fluctuations.

Market Dynamics and Future Prospects

The rapid rise in Malaysian imports, even from a relatively low base, suggests that Vietnamese-grown durian is increasingly viewed as a viable alternative in markets traditionally dominated by other suppliers. This shift encourages exporters to explore new distribution channels and promotional strategies tailored to Southeast Asia.

For Malaysia, rising imports may also reflect evolving consumer preferences and complementary roles within regional fruit trade. While the country is renowned for premium Musang King varieties, year-round availability from Vietnam helps bridge seasonal shortages and ensures stable supply for retailers and processors.

Source: VnExpress

15/01/2026