Vietnam's durian gets a second wind

The first frozen durian shipment to China since last August

In late May, a batch of 22.24 tonnes of frozen durian from Vietnam was exported to China via the Bac Luan II border gate in Dongxing, China.

Chinese customs officers inspect frozen durian shipments. (Photo: Guangxi Daily)

According to data, Vietnam exported 8,710 tonnes of frozen durian in the first quarter of 2025, up nearly 63% year-on-year. The export value exceeded USD 31 million, a rise of over 50% compared to the same period in 2024.

This shipment marks the first time Vietnamese frozen durian has been officially exported to China under the bilateral protocol signed in August 2024.

The shipment, produced and exported by Vina M&B Export and Trading Co., Ltd. (Hanoi), was imported by Shanghai Xinronghe International Trade Co. (Shanghai). The frozen durian underwent stringent inspection procedures at the Bac Luan II border gate.

Amid challenges in exporting fresh durian due to phytosanitary barriers and technical regulations, frozen durian has emerged as a strategic new direction. Industry representatives believe that the successful first export of frozen durian to China will help Vietnam consolidate and expand its market share for this “billion-dollar fruit.” Moreover, it enables direct export to China, bypassing the need to reroute through Thailand.

According Vu Duc Con, Chairman of the Dak Lak Durian Association, frozen durian has a shelf life of up to one year, and can be distributed more widely throughout China, beyond the southern regions that traditionally imports fresh durian. “We expect frozen durian exports to generate between USD 600 to 700 million this year, with a long-term goal of reaching the billion-dollar mark,” Con stated.

Brand building and competitiveness enhancement are needed

Thanks to its long shelf life and logistical convenience, frozen durian has become a critical solution for the Vietnam's durian industry. With export pathways now open following the signing of the export protocol nearly a year ago, frozen durian exports to China are expected to increase rapidly in the near future.

However, despite the vast market potential for frozen durian in China, Phan Thi Men – General Director of SUTECH Science and Technology Consulting Co., Ltd. affirmed that standards for frozen durian are significantly stricter than those for fresh durian.

Producers must strictly comply with technical requirements. Specifically, the durian must be frozen at -35°C or below for at least one hour, ensuring the core temperature reaches -18°C or lower, and this temperature must be maintained throughout storage and transportation.

Men further emphasized that China is a major market targeted by most exporting countries. However, penetrating this market is far from easy.

At Chinese commercial centers, Malaysia’s Musang King frozen durian dominates the frozen durian segment. Chinese consumers highly favor whole frozen durians from Malaysia, where significant investment is made in both product quality and presentation. “Malaysian Musang King durians are known for their round, uniform shape and attractive appearance,” she said, noting that Malaysia actively promotes its brand by organizing frequent fruit festivals in China.

Therefore, to gain a competitive edge, Men suggested that Vietnamese enterprises must continuously monitor consumer trends and market preferences to promptly adapt and introduce new products that meet evolving demand.

Simultaneously, there is a need to move beyond traditional trading models by investing in advanced processing facilities, focusing on deep-processing techniques, and applying cutting-edge technology. This is considered a key strategy not only to boost export value but also to enhance competitiveness in the Chinese market.

To expand frozen durian exports to China, Vina M&B Export and Trading Co., Ltd. stated that it will continue to invest in and upgrade deep-processing technology; strictly comply with food safety and hygiene regulations; and implement rigorous raw material sourcing management to ensure full traceability for every shipment.

In the long run, the company aims to exercise full control over the entire production chain—from sourcing and processing to quality evaluation—to better meet the demands of importing markets.