Throne of Thorns : Peeling Back the Story Beneath the Durian Shell

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When it comes to modern food trends, one cannot overlook “durian”
a fruit that people either love or hate

but remains highly valuable and widely needed.

But beyond the trend,

how well do we really know “durian”?

Test Your “Durian Expertise”

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A hundred years have passed—where does durian
stand in Thailand today?

Click to explore each province.

At present, durian is cultivated in 49 provinces across Thailand,

with production increasing by

10.63% from 2022 to 2023.

The province with the highest increase in durian production
was Phatthalung, growing by 5,076.12%
from 67 tons in 2022 to 3,468 tons in 2023.

At the same time, there are three provinces where the cultivated land area has decreased, but production has increased including
Kamphaeng Phet, Nonthaburi, Phuket.

What’s Inside a Durian?

Scroll up and down to rotate the durian.

No Need to Peel—Just Listen to the Sound to Check Ripeness

Using a Wooden Stick

This is a common method used among sellers. The stick is usually handmade from bamboo or rattan with a rubber-covered tip. However, tapping with a stick may cause the spikes to collapse, making the durian look less appealing.

Listen to the Sound

Using a Finger Flick

This is a traditional method used by durian farmers which requires skill and experience. The farmer flicks the base of the spikes, allowing the sound to reflect off their fingernails without damaging the spikes.

Listen to the Sound

Both tapping and flicking methods yield similar results. A ripe durian produces a deeper, hollow sound, with the depth increasing as the fruit ripens. This is due to the flesh shrinking, creating more space between the pods. In contrast, an unripe durian makes a tighter, more solid sound.

However, distinguishing durian ripeness by sound requires experience. Even seasoned sellers at Talaad Thai (Thailand’s largest wholesale market) admit that if they pass a durian season without selling, they may forget the sounds and need to relearn them at the start of the next season.

July 19, 2024

Durian Trade at Talaad Thai, Pathum Thani Province

From Fruit to Trend

Despite its strong odor, which has led to bans in many airports and hotels worldwide, durian remains highly valued in the Asia-Pacific region, earning the title
“King of Fruits.”

The price of durian has been steadily rising, driven by increasing demand.

10-Year Price Trends of Monthong Durian

(April–September 2015–2024)

Why Is Thai Durian So Expensive?

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The most expensive months for durian prices
in the past 10 years were

June and July.

In 2023, for the first time, the price of Mon Thong durian exceeded 200 THB per kilogram before April. In 2024, the highest durian price in 10 years peaked at

THB/kg.

Source: Department of Internal Trade, Ministry of Commerce (as of August 6, 2024)

Durian Production in Thailand Over the Past 10 Years Increased by

0 %

In 2023, Thailand had a total durian plantation area of 1,050,700 rai (approximately 420,000 hectares) The total production was 1,476,000 tons

tons

Source: Office of Agricultural Economics (2023), calculated by Intelligent Research Consultant (IRC) Co., Ltd. (2024)

Durian: Thailand’s Second Largest
Agricultural Export

Between 2019-2023, the export value of durian surged past rubber and cassava, making it the second most valuable agricultural export,
behind only rice.

Source: ICT Center, Office of the Permanent Secretary, Ministry of Commerce, in collaboration with the Customs Department (2023)

Where Did Thai Durian Exports Go in 2024?

(January – June 2024)

In 2024, 97.48% of Thailand’s durian exports
went to China.
This is not the first time!

China’s demand for durian has surged dramatically!

In 2020, during the first COVID-19 outbreak, 72.83% of Thai durian exports went to China, worth 47.8 billion THB.

Since then, exports to China have increased every year.

Export Value of Thai Durian to China (2020-2023)

Does Thailand Also Import Durian?

In 2024, 2.07% of imported durians came from Cambodia,

worth 342,297 THB.

97.97% of imported durians to Thailand

were exported durians that were rejected and sent back.

Source: ICT Center, Office of the Permanent Secretary, Ministry of Commerce, in collaboration with the Customs Department

China: The World’s No.1 Durian Importer

In 2023, China imported 1.426 million tons of fresh durian worth 6.71 billion USD (~247 billion THB). Main sources of imported durian are

Vietnam : The Second Largest Durian Exporter to China

Anyway, Thailand may lose its champion

in both taste and quality!

That is because over the past 10 years
Vietnam’s durian production has increased by

0 %

In 2023, Vietnam had 687,500 rai (~275,000 hectares) of durian plantations, producing 825,000 tons.

Source: Intelligent Research Consultant (IRC) Co., Ltd. (2024)

Currently, it’s not just Vietnam that is increasing durian production to export to China. Several ASEAN countries, including Malaysia, Indonesia, and the Philippines, are also developing new durian varieties and increasing production capacity to compete in the Chinese market.

Both Dr. Phisit and Assoc. Prof. Dr. Ath agree that Thailand should take lessons from Malaysia’s

“Musang King”

Less Production, Higher Value!

Musang King durian is 3 times more expensive than Thai durian.

Assoc. Prof. Dr. Ath said that “In China, Musang King is considered a premium brand and is often bought as a luxury gift.”
“Thai Mon Thong Durian is 200-250 THB/kg
but Musang King Durian in Malaysia market is 600-700 THB/kg.”

“I think Durian is the new prosperous economic era of Malaysia”

Mohamad Sabu, Minister of Malaysian Food Security and Agricultural Ministry

China is the world’s largest durian customer

while many countries rushing to boost production and quality.

But do you know,

China is also growing its own durian!

In 2023, China officially introduced its own durian, cultivated in Hainan.
By 2024, it is expected to produce 200 tons.

Huang Zheng, President of the Hainan Academy of Agricultural Sciences, suggests Hainan to expand the durian industry chain to increase value and promote local brands.

If China Can Grow Durian Itself,
Who Will Thailand Sell To?

Even if China eventually becomes a competitor in the durian industry,
Thai farmers and traders remain confident in the quality of Thai durian, believing it can compete with any other durian in the world.

Beyond using agricultural knowledge and advanced techniques to improve productivity, another crucial factor that will help Thai durian maintain its status as the “King of Fruits” is strong government support—an essential weapon in this industry battle, just as other countries rely on their governments for strategic backing.

Invite to vote, find the taste that everyone likes.