Vietnamese durian has finally overtaken Thailand in China, the world’s largest consumption market. Vietnam’s durian export value to China in 2025 reached US$3.44 billion (about 520 billion yen), up 17% from US$2.94 billion the previous year. Thailand, meanwhile, stayed roughly flat at about US$4 billion, and the gap between the two countries is narrowing rapidly. Industry bodies predict Vietnam will overtake Thailand during 2026 to become the world’s largest durian exporter.
Just three years since regular exports to China were permitted in 2022. Dang Phuc Nguyen, secretary-general of the Vietnam Fruit and Vegetable Association, stated clearly, “If the current momentum continues, Vietnam will overtake Thailand this year to become the world’s largest durian exporter.”
The shock of “from zero to US$3.4 billion” in three years
The growth speed of Vietnamese durian’s exports to China can be called extraordinary. In 2022, the first year regular exports were permitted, it was US$421 million. The following year, 2023, it leaped more than fivefold to US$2.24 billion, and it was US$3.3 billion in 2024 and US$3.86 billion in 2025 (US$3.44 billion by another statistic)—piling up on the order of US$1 billion each year.
There are three factors behind this rapid growth. First, low logistics costs thanks to the 1,280-km land border with China. Second, climatic conditions allowing harvest nearly year-round. Third, a traceability system built in cooperation with China’s quarantine authorities. Cases are also reported of Chinese buyers directly visiting Vietnamese production areas to support quality improvement.
Vietnam vs. Thailand—a comparison of durian export data
| Indicator | Vietnam | Thailand |
|---|---|---|
| 2022 exports to China | US$421 million (about 64 billion yen) | About US$4 billion (about 610 billion yen) |
| 2023 exports to China | US$2.24 billion (about 340 billion yen) | About US$4 billion (about 610 billion yen) |
| 2024 exports to China | US$3.3 billion (about 500 billion yen) | US$4.34 billion (about 660 billion yen) |
| 2025 exports to China | US$3.44–3.86 billion | About US$4.05 billion |
| Q1 2024 Chinese market share | 57% | About 35% |
| Main varieties | Ri6 / Monthong | Monthong / Chanee |
| Harvest season | Nearly year-round | Centered on April–August |
| Logistics advantage to China | 1,280-km land border | Mainly sea transport (3–5 days) |
Voices from the production area and industry
“If the current momentum continues, Vietnam will overtake Thailand this year to become the world’s largest durian exporter.”—Dang Phuc Nguyen, secretary-general of the Vietnam Fruit and Vegetable Association
“I think Vietnam can surpass Thailand in both quantity and quality.”—Nguyen Thanh Trung, political scientist at Fulbright University Vietnam
“Durian is the ”king of fruits” accounting for over 45% of Vietnam’s total fruit and vegetable exports.”—from industry statistics
The impact on Japanese travelers and buyers
In Japan, the image of durian as a “smelly fruit” runs ahead, but the quality improvement of Vietnamese durian is remarkable. As a result of freshness management and traceability being developed for the Chinese market, opening up an export route to Japan has also become realistic.
The durian you eat locally in Vietnam is shockingly delicious. You can experience freshly picked durian at Ho Chi Minh City’s Ben Thanh Market or on a Mekong Delta fruit tour. The price is about 80,000–155,000 VND per kilogram (about 480–930 yen), less than a third of a Japanese supermarket’s.
Structural change in the durian industry and ripple effects on the ASEAN economy
Vietnam’s durian surge is changing the structure of agricultural competition within ASEAN. Thai durian farmers are growing wary of their declining price competitiveness, and the differentiation competition with Malaysia’s Musang King variety is also intensifying.
The total value of the Chinese market’s durian imports exceeds US$10 billion a year, a structure in which over 90% of the world’s exports flow to China. This shift in the balance of power in this huge market symbolizes the improved international presence of Vietnamese agricultural products, just as withthe case where Phu Quoc Island’s nuoc mam opened up the Australian market.As with this case.Including Marou chocolate’s international success,Vietnam-born food brands are strengthening their presence in global markets.
For Japanese food buyers too,the durian desserts used at Vietnam’s upscale gastronomy like CieL Dining, selected among the world’s Top 10,will likely become candidates for new sourcing.
Practical information for eating durian in Vietnam
| Item | Details |
|---|---|
| Peak season | Mainly May–August. However, it’s available year-round in the south |
| Price range | 80,000–155,000 VND/kg (about 480–930 yen). Varies by variety and grade |
| Main varieties | Ri6, Monthong |
| Recommended places to buy | Ho Chi Minh City: Ben Thanh Market, fruit stalls on Vo Van Tan Street / Mekong Delta: My Tho fruit tour |
| Main production areas | Dak Lak Province, Lam Dong Province, Binh Phuoc Province, Tien Giang Province |
| Cautions on taking it home | Bringing fresh durian into Japan is subject to quarantine regulations. Some operators handle exports of frozen durian |
Summary
In just three years since the Chinese market opened in 2022, Vietnamese durian has closed in on Thailand, and an overtaking during 2026 is seen as certain. The logistics advantage of a land border, climatic conditions allowing year-round harvest, and developed traceability. With these three weapons, Vietnam is trying to wrest the throne of the “durian kingdom” from Thailand.
