Durian has exploded in popularity across China, and demand shows no signs of slowing. In 2024 alone, China imported 1.56 million metric tons of durians, valued at nearly US$7 billion. For Malaysian and Singaporean suppliers, this presents a golden opportunity — but navigating the export process requires knowledge, precision, and strategy.
This 2025 update walks you step by step through how to export fresh and frozen durian to China successfully.
Why China Loves Durian
Before diving into the logistics, it’s important to understand the scale of the market.
- Durian is the fastest-growing imported fruit in China. Demand surged 400% in the past decade.
- E-commerce platforms dominate sales. JD.com, Alibaba, and Douyin livestreams move thousands of tons of durians daily.
- Durian is now a luxury staple. Musang King and Black Thorn are highly sought after, often gifted as premium items.
If you’re a supplier in Malaysia or Singapore, this market is your most lucrative export path.
Step 1: Choose Between Fresh or Frozen Durian
The first decision is whether to export fresh whole durians or frozen pulp/pods. Both have advantages:
✅ Fresh Durian
- Premium market positioning
- Strong demand for Musang King, Black Thorn, D24
- Short shelf life (5–7 days)
- Requires strict cold-chain logistics
✅ Frozen Durian
- Longer shelf life (up to 12 months)
- Easier customs clearance in China
- Ideal for bakeries, F&B manufacturers, and supermarkets
- Slightly lower market prestige than fresh
👉 Many exporters hedge their bets by offering both fresh and frozen options to diversify risk.
Step 2: Understand China’s Import Regulations (2025 Update)
China enforces strict import rules on durians to protect consumers. As of 2025:
- Approved Origins: Malaysia, Thailand, Vietnam, and the Philippines are key players. Malaysia currently exports both fresh (since 2019) and frozen.
- Plant Quarantine Requirements: All durians must pass inspection for pests and diseases.
- Packaging & Labelling: Cartons must include variety, origin, weight, and certification stickers.
- Customs Declarations: Exporters must provide a Certificate of Origin and Phytosanitary Certificate.
- E-commerce Compliance: Platforms like JD.com require supplier verification and quality assurance documentation.
Step 3: Build a Cold-Chain Logistics System
Durian is delicate. Without proper logistics, your shipment risks spoilage and rejection.
Fresh Durian Cold-Chain
- Harvest → Pre-cooling → Packing → Airfreight
- Transit time must be under 48 hours
- Requires specialized containers at 15–18°C
Frozen Durian Cold-Chain
- Harvest → Dehusk → Blast freeze at -30°C → Ship in reefer containers
- Transit by sea is possible (2–3 weeks)
- End temperature maintained at -18°C
💡 Pro tip: Many suppliers consolidate in Singapore, which serves as a logistics hub with advanced cold-chain infrastructure.
Step 4: Pick the Right Durian Varieties for Export
Not every durian sells equally well in China. Based on 2024 consumption data:
- Musang King (猫山王) → #1 in demand, premium pricing, ideal for gifting
- Black Thorn (黑刺) → Rising star, rare, commands very high margins
- D24 / XO → Popular mid-tier choice, affordable for mass-market consumers
- Golden Phoenix & Red Prawn → Niche followings, often used for desserts
👉 Suppliers should align variety choice with their buyer’s target customers.
Step 5: Price Competitively While Maintaining Margins
China’s durian market is growing, but price sensitivity is real. Here’s a benchmark:
- Musang King (Fresh, whole fruit): USD 8–12/kg wholesale
- Black Thorn (Fresh): USD 10–15/kg wholesale
- Frozen pulp (any variety): USD 4–6/kg depending on quality
Bundle strategies (e.g., Musang King + Frozen pulp) help maximize margins and broaden market appeal.
Step 6: Market Your Durians Effectively in China
Getting your durians into China is only half the job — selling them is the real challenge.
E-Commerce
- Partner with platforms like JD Fresh, Tmall Global, and Douyin livestreamers
- Optimize listings with Chinese keywords: “猫山王榴莲”, “榴莲批发”, “新鲜榴莲进口”
- Use influencer campaigns to build trust
Offline Channels
- Work with supermarkets (Carrefour, Hema)
- Target F&B manufacturers who use durian for cakes, mochi, and beverages
Branding
- Highlight your origin story (direct farm-to-table, Malaysia orchards, Singapore hub)
- Showcase sustainability, freshness, and traceability
Step 7: Avoid Common Export Mistakes
Even experienced exporters run into issues. Watch out for:
- ❌ Oversized fruits (hard to pack, high rejection rates)
- ❌ Inconsistent quality (always source from trusted orchards)
- ❌ Weak documentation (missing certificates delay clearance)
- ❌ Lack of buyer-specific customization (different markets want different packaging sizes)
Step 8: Build Long-Term Buyer Relationships
Once you’ve secured buyers in China, retention is key.
- Offer volume discounts for repeat orders
- Provide market updates (pricing, harvest schedules, new varieties)
- Support buyers with marketing collateral (photos, videos, product guides)
- Explore joint ventures with distributors to expand reach
The Future of Durian Exports (2025–2030)
Analysts predict China’s durian imports will cross US$10 billion by 2030. With Malaysia ramping up production and Singapore acting as a re-export hub, the opportunities are massive.
Future trends to watch:
- Blockchain traceability for durian supply chains
- Durian-based beverages rising in urban China
Hybrid e-commerce + offline pop-up stores
Conclusion
Exporting fresh and frozen durian to China in 2025 is an incredible opportunity — but success depends on understanding the market, meeting compliance, and building strong logistics and branding strategies.
Whether you’re a farm owner, wholesaler, or distributor, the time to position yourself in this market is now.
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👉 Ready to export durians to China?
Contact Durian Supplier today to access our 2025 Wholesale Price List and start building your export pipeline.