Cambodia enters China’s booming durian market, challenging Vietnam, Thailand, and Malaysia

General Administration of Customs of China (GACC) has recently opened doors for fresh durian shipments from Cambodia that comply with food safety standards, a significant development following the signing of a phytosanitary protocol between Cambodia’s Ministry of Agriculture, Forestry and Fisheries and Chinese authorities in late April. This newfound opportunity is poised to transform Cambodia’s durian industry and delight the palates of Chinese consumers who have long been enamored with the so-called “king of fruits.”

Building a Path to Export

Following the accord, Cambodia’s agriculture department has taken proactive steps, urging durian growers, farming communities, and processing facilities to register for exports to China. Plans are already underway to compile a list of fresh durian plantations and processing factories, set to be submitted to the Chinese side for evaluation and review in May 2025, as reported by the Khmer Times.

Breaking into the Chinese Market

As Cambodia seeks to make its mark, it faces the challenge of standing out in a marketplace that has already been saturated by competitors with established reputations. “It lacks the long-standing brand recognition of Thailand’s Monthong or Malaysia’s premium Musang King,” stated Lim Chin Khee, an adviser at Malaysia’s Durian Academy, highlighting the uphill battle for Cambodia’s emerging durian brand.

Chinese consumers are currently spoiled for choice, with last year’s record durian imports amounting to an impressive US$6.99 billion, primarily driven by Thailand and Vietnam, which together accounted for nearly 99% of the market share. The competition isn’t stopping there; Indonesia is gearing up to export its own durians, while Laos is eyeing entry into this lucrative market.

Can Cambodian Durian Compete?

Despite this fierce competition, the unique Au Khak variety, predominantly grown in Cambodia’s Kampot and Kampong Cham provinces, is beginning to generate interest among discerning Chinese durian enthusiasts. Zhao Yu, a 38-year-old durian aficionado from Shanghai, expressed her curiosity but admitted she needed time to explore the Cambodian variety before adding it to her list of favorites.

However, experts believe that Cambodian farmers hold significant potential. Lim assured that with the right investment and foreign technical support—especially from China—Cambodian durians could soon rival those from more established producers. The sentiment was echoed by Wang Wenbin, the Chinese ambassador to Cambodia, who expressed his enthusiasm during a recent visit to a durian farm in Kampot, proclaiming Au Khak to be “the best durian in the world.” He optimistically hinted at a future filled with Cambodian durians gracing the tables of Chinese consumers.

In 2024, Cambodia exported over 12 million tons of agricultural products valued at $5.3 billion across 95 markets. The agriculture sector significantly contributes to the nation’s economy, accounting for approximately 16.7% of its GDP. Recent deals have also set the stage for other Cambodian products like swiftlet nests and crocodiles to enter the Chinese market, further diversifying Cambodia’s agricultural exports.

Khim Finan, the undersecretary of state, views these efforts as vital in expanding Cambodia’s agricultural market, boosting farmers’ incomes, and fostering overall economic growth through agriculture.

As Cambodia steps into this new era of durian exports, one can only wonder how the world will react. Will Cambodian durians become the next big sensation in China, or will they remain the fruity underdog in the kingdom of durians?

Questions & Answers

What recent development has allowed Cambodia to export durians to China?China’s General Administration of Customs started permitting fresh durian shipments from Cambodia after a phytosanitary protocol was signed with the Cambodian Ministry of Agriculture in late April.

What challenges does Cambodia face in exporting durians to China?Cambodia lacks the brand recognition of established competitors like Thailand and Malaysia, which could hinder its ability to attract Chinese consumers who have a wide range of options available.

What other agricultural products from Cambodia are set to enter the Chinese market?In addition to durians, Cambodia has signed protocols for the export of swiftlet nests and crocodiles, which could diversify its agricultural offerings in China.