Vietnam spends over $9mn on durian imports despite domestic abundance

Bui Phu Ton, director of Nghiep Xuan Import-Export Trading Co. Ltd., noted that while $9.3 million may not seem like a large number in terms of durian imports, it raises questions about why Vietnamese consumers are increasingly turning to imported durians rather than local ones.

According to Ton, this trend stems from media influence. 

In addition, although Vietnam grows some of the same varieties, production is limited and often off-season, making it hard to meet domestic demand.

He explained that most businesses import frozen Musang King durian pulp for distribution to retail stores and supermarket chains or bring in whole fruits from Malaysia and Thailand.

While Vietnam cultivates Musang King in the Mekong Delta, Dong Nai Province, and Dak Lak Province, volumes remain low.

The current Dong Nai Province is formed by merging the former Dong Nai and Binh Phuoc Provinces and the current Dak Lak Province is a merger of the former Dak Lak and Phu Yen Provinces, effective from July 1.

In contrast, Malaysia has heavily promoted Musang King through national branding efforts, creating a strong global image. 

As a result, many international consumers, including Vietnamese, believe Musang King is the best, leading to a sharp rise in imports, Ton added.

In high-end convenience stores in Ho Chi Minh City, imported durians such as Fumoni Thai, Kanyao Thai, Black Thorn, and Musang King are sold at premium prices, with some varieties fetching nearly VND1 million ($38.3) per kilogram. 

Despite the high cost, demand remains strong.

A representative from the Vietnam Fruit and Vegetables Association explained that high export volumes alongside strong imports are a natural reflection of market supply and demand.

The nearly $10 million spent on imported durians within just a few months is attributed to high product prices and transportation costs, as these cater to niche and upscale markets. 

Many Vietnamese consumers are eager to try premium foreign goods.

According to the General Department of Vietnam Customs, the proportion of durian imports in the total fruit and vegetable import value rose sharply from 0.24 to 1.17 percent in the first four months of 2025.

In 2024, Vietnam imported $16.2 million worth of durians, surging 727 percent from the previous year.

Vietnam's durian industry has also seen rapid growth, expanding from 32,000 hectares in 2015 to nearly 180,000 hectares by 2024, a nearly-sixfold increase.

Annual production has surpassed 1.5 million metric tons, and export revenue reached over $3.2 billion in 2024, making durian one of the fastest-growing fruits in the country.

However, the first four months of 2025 saw a significant drop in exports, with revenue reaching only $130 million, compared to $500 million in the same period in 2024.

Prices have also declined sharply, with varieties like Monthong and Ri6 falling to VND35,000–80,000 ($1.3-3.1) per kilogram. 

The decline is largely due to stricter inspections by China regarding cadmium and yellow dye O residues in imported durians.

Agricultural experts suggested that Vietnam’s durian industry still requires a long-term strategy. 

There is a need to standardize quality, develop high-end varieties, and build a national brand to remain competitive not only in international markets but also domestically so as not to lose market share at home.