Datuk Nor Sam Alwi, director-general of the country’s Department of Agriculture, said efforts are being made to spotlight lesser-known premium cultivars like Black Thorn, Red Prawn, and Hajah Hasmah on the global scene.
“These varieties are being evaluated for future certification and export readiness, based on their potential in terms of taste, texture, shelf life and suitability for long-distance shipping,” Nor Sam told The Star.
People in China, the world’s largest durian consumer, are willing to pay top prices for those variants, she added.
To support this push, the department is working to register more local cultivars and carry out agronomic evaluations.
It is also ramping up efforts to ensure that farms comply with the import standards of destination markets, including pest control measures, traceability systems and export certification schemes.
Abdul Rashid Bahri, director-general of the Federal Agricultural Marketing Authority, noted that other premium varieties like IOI and D9 are also under assessment to make sure that they meet phytosanitary and quality standards for exports, such as those implemented by China.
The agency is also looking to expand exports of the fruit to new markets, including the U.K., Canada, the UAE, Australia, and the Netherlands.
Durian, the so-called “king of fruits,” boasts a staggering range of commercially available cultivars that few fruits can rival.
Malaysia’s durian scene, in particular, has over 200 registered varieties of durians. Musang King has long dominated the market as the country’s prized export and is well-protected as a Malaysian intellectual property under a trademark that, as reported by national news agency Bernama, was renewed last year for another decade.
However, newcomers like the pricey Tupai King have begun to shake up the market in recent years. Yet beyond these rising stars lies an even broader spectrum of lesser-known durians, such as Hor Lor, Mas Hijau (Green Gold) and D24 (Sultan), according to the Malay Mail.
According to the Malaysian Agricultural Research and Development Institute, durian fans are showing greater interest in a wider range of flavors, with regional favorites and distinctive kampung durians becoming more popular.
As such, the institute is working to develop new hybrids suited for both local and international markets. One standout is its MDUR 88, a cross between D10 and D24.
“It is golden yellow, slightly sticky and creamy with a flavor that many compare favorably to Musang King,” it said.
It added that the hybrid was renamed “MARDI Super 88” (MS88) and is being promoted for export by the Agriculture and Food Security Ministry.
“We believe that our own developed hybrids, particularly MDUR 88, have the characteristics and quality to compete in the international market.”
Malaysia’ durian production has been increasing over the years and is expected to rise to nearly 570,000 tons this year from 390,635 tons in 2020. The country has a projected 92,000 hectares under the fruit as of last year, up from 70,000 in 2019.
The push to diversify its durian exports comes as the industry continues to grow in scale and value. The country shippe dout 54,374 tons of durians worth RM1.51 billion (US$357 million) in 2023, with China alone accounting for nearly half (45.7%) of the figure.
A key milestone came last year when Malaysia secured approval from Beijing to export fresh durians to China, having previously been limited to frozen shipments.
Deeming the move a great opportunity, businesses have also started to turn their focus to introducing more varieties to the global scene.
Tan Sue Yee, CEO of Malaysian exporter Top Fruits, said his company is gradually shifting its attention toward high-end varieties such as D198, Golden Phoenix, and IOI.
“But we have to find the right variety and the right quantity for us to export,” he told Channel News Asia.
Commenting on the trade, Lim Chin Khee, an adviser at the Durian Academy, said Malaysia is leaning into its strength.
“We are going for the premium market. That’s why I think it’s good that … we (sell) much more expensive (durians),” he said. “Malaysia focusing on the premium market is the right path.”
