How Big Is the Opportunity of Selling Durian Exporting from Thailand?
Thailand, often referred to as the “Kingdom of Fruits,” holds a powerful position in the global durian market. Known for its unique taste, creamy texture, and strong aroma, durian is one of the most sought-after tropical fruits in Asia — and Thailand is the world’s largest exporter of it. The growing demand from markets like China, Hong Kong, South Korea, and the Middle East makes the durian export business an increasingly attractive opportunity for Thai entrepreneurs and investors.
The Global Durian Craze
Durian has transformed from a local delicacy to an international sensation. In China, for example, it is often regarded as a luxury fruit, commanding high prices and gaining popularity among middle- and upper-class consumers. According to Thailand’s Ministry of Commerce, over 90% of exported Thai durian goes to China, and the demand continues to surge, driven by rising incomes and increasing exposure to Southeast Asian cuisine.
In 2023 alone, Thailand exported over 800,000 tons of fresh durians globally, generating billions of baht in revenue. The most popular Thai varieties — such as Monthong, Chanee, and Kan Yao — are now household names in many Asian markets. Fresh durian, frozen durian, and even durian-based snacks like chips and pastries are finding their way into supermarkets, e-commerce platforms, and specialty stores across the world.
Why Is Thailand Positioned So Well?
Thailand benefits from several natural and structural advantages in this market. Firstly, the country’s climate and fertile land are ideal for growing high-quality durians year-round. Secondly, Thai farmers and exporters have developed sophisticated supply chains that allow them to harvest, package, and ship durians with minimal loss of quality.
Additionally, Thailand has signed free trade agreements (FTAs) with many key importing countries, especially China through the ASEAN-China Free Trade Area (ACFTA), reducing tariffs and making Thai durian more competitive compared to exports from other countries like Malaysia or Vietnam.
Expanding Beyond China
While China is currently the largest buyer, other markets are emerging. The Middle East, particularly the UAE and Saudi Arabia, is showing growing interest in premium tropical fruits, including durian. Japan, South Korea, and even Australia are also starting to open up, thanks to improved logistics and food safety standards.
This presents a significant opportunity for exporters to diversify and build brands around Thai durian as a premium, exotic product. Durian-based value-added products — like durian ice cream, coffee, mooncakes, and cosmetics — offer new revenue streams with higher margins.
Challenges and Opportunities
Despite its potential, the durian export business is not without challenges. Farmers face increasing pressure from climate change, over-reliance on a single market (China), and the need for sustainable farming practices. There’s also growing competition from neighboring countries that are ramping up their durian production.
However, these challenges also present opportunities. Thai exporters who invest in brand building, vertical integration, sustainable sourcing, and innovation in product development will have a significant edge.
Conclusion
The opportunity to export durian from Thailand is immense and growing. With strategic planning, product differentiation, and a global mindset, Thai exporters can ride the wave of international durian demand — and turn the “King of Fruits” into the king of profits.