What is the 'Hermès of durians' and where is it from?

The 'Hermès of durians' is a nickname for the Musang King durian, a prized variety primarily grown in Raub, Malaysia.

Why is Raub, Malaysia famous for durians?

Raub has transitioned from a gold mining town to a major durian cultivation hub, specifically for the high-value Musang King variety, due to surging global demand.

How much did China import in durians in 2024?

In 2024, China imported a record $7 billion worth of durians, showing a significant increase in demand.

Home / Business and Economy / Raub's Durian Rush: From Gold to Hermès of Fruits

Raub's Durian Rush: From Gold to Hermès of Fruits

11 Jan

•

Summary

Raub, Malaysia, is transitioning from gold mining to durian cultivation.
China's demand drives a global durian rush, importing $7bn in 2024.
Farmers are replacing oil palms with highly-valued Musang King durians.

Raub's Durian Rush: From Gold to Hermès of Fruits

In the Malaysian town of Raub, the scent of durian now dominates, replacing the town's historical gold-mining legacy. Road signs and public art celebrate the Musang King variety, affectionately known as the "Hermès of durians" by Chinese consumers for its premium quality and value. This transformation is fueled by a significant global durian surge.

China's appetite for durians has skyrocketed, with imports reaching a record $7 billion in 2024, marking a threefold increase since 2020. More than 90% of the world's durian exports are now destined for the Chinese market, highlighting its critical role in the global fruit trade.

This intense demand has prompted a dramatic shift in agricultural practices in Raub and across Southeast Asia. Farmers who once cleared durian trees for oil palms in the 1990s are now doing the reverse, uprooting oil palms to cultivate durians. This economic pivot underscores the immense profitability of the Musang King variety.