Brian Jeffrey
Cambodia has officially made its entrance into the nearly $7 billion durian market in China after securing permission to export fresh durians, setting the stage for competition with larger Southeast Asian producers like Thailand, Vietnam, and Malaysia.
At the end of April, Cambodia received clearance from China’s General Administration of Customs to export fresh durians, signifying the nation’s entry into one of Asia’s most profitable fruit sectors.
However, in order to attract Chinese consumers, Cambodian durians face significant challenges regarding branding and consumer trust.
Lim Chin Khee, an advisor at the Durian Academy in Malaysia, stated that Cambodia is still in the formative phase of establishing its market image. It does not yet have prominent brands like Thailand’s esteemed Monthong or Malaysia’s top-tier Musang King.
Despite lacking a strong brand presence, Cambodia offers unique advantages such as reduced production costs and increasing backing from Chinese investors. Additionally, farming practices related to durians in Cambodia are progressively advancing.
“Cambodian durian farmers can cultivate fruit that competes with the quality of Malaysian durians,” Lim asserted.
A research report from the travel platform Adventures Cambodia highlighted that Cambodian durians possess high value due to careful cultivation techniques and limited arable land, enhancing their scarcity and price.
Professor Carl Thayer from the University of New South Wales in Australia remarked that enhancing durian exports could help close the $12 billion trade imbalance that China currently maintains over Cambodia.
Beijing and Phnom Penh have consented to expedite discussions on new plant quarantine measures to facilitate the entry of more high-quality Cambodian agricultural goods into the Chinese market.
Zhao Yu, a Shanghai resident, expressed that she would need time to familiarize herself with Cambodian durians before altering her purchasing choices. This cautious mentality is prevalent, as Chinese consumers prioritize the authenticity of the product’s origin and its quality.
Last year, Thailand led the Chinese durian import sector, representing 57% of the total $6.99 billion import value. Vietnam was in second place with 38%, while Malaysia and the Philippines together accounted for $38.2 million. Indonesia and Laos are also on track to enter the Chinese market.
Rajiv Biswas, CEO of Asia-Pacific Economics in Singapore, remarked that as more Southeast Asian nations comply with China’s quarantine regulations, consumers in China will enjoy a greater selection of premium durians.
Duy Anh
