2 days ago
Durian can be a cultural experience, says Mat Sabu in urgin hotels to embrace the 'King of Fruits'
BANGI: More hotels in Malaysia are encouraged to embrace the country's iconic "King of Fruits" by allowing guests to enjoy durian on their premises in a controlled manner, says Datuk Seri Mohamad Sabu.
The Agriculture and Food Security Minister said such initiatives are not merely about marketing but represent a celebration of Malaysia's rich culinary heritage.
'I hope more hotels in the country will take the initiative to allow durians to be brought in and enjoyed in a regulated setting by guests, as a way to support and elevate our local 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. Europeans and Arabs may not eat raw durian, but they do enjoy durian-based products — so if not the fruit itself, we can offer them durian ice cream,' he said at the Durian Championship 2025: World Edition at Bangi Golf Resort 2025 on Friday (July 11).
'We hope to see more strategic partnerships between orchard owners, hotels, and tourism operators to elevate Malaysia on the global stage,' he added.
At the event, Bangi Resort Hotel was recognised by the Asean Book of Records as the First Durian-Friendly Hotel and Resort in the region - allowing guests to savour durian within its premises, providing a dedicated and comfortable area for the experience.
Mohamad said while durian is widely known as the 'King of Fruits', it is now increasingly seen as a 'king in business' as well. According to a 2024 report by Mordor Intelligence, the global fresh durian market is expected to reach US$10.78bil (RM45.28bil) by 2025 and grow to US$16.89bil (RM70.94 bil) by 2030, with a compound annual growth rate (CAGR) of 9.4%.
He said China continues to be the main driver of this trend, accounting for over 90% of durian imports in the Asia-Pacific region.
On June 19, 2024, Malaysia achieved a breakthrough when the Agriculture and Food Security Ministry signed the Phytosanitary Requirements Protocol for Exporting Fresh Durian to China.
This agreement opened the door for Malaysian fresh durian to enter the Chinese market. Previously, Malaysia had access only for durian pulp and paste (since 2011), and whole frozen durian (since 2018).
The expanded access to fresh fruit is expected to boost the local durian industry and increase agri-food export earnings.
Between 2018 and 2022, Malaysia's durian exports grew by 256.3%, rising by RM822.8mil. In 2022 alone, durian exports reached RM1.14bil.
