Vietnam is trying to increase its market share in durian exports to China, the world’s largest durian consumer. However, fierce competition with Thailand – a traditional and long-standing supplier – is posing many challenges for Vietnamese businesses.
China is now the world's largest importer of durian, with growing demand for the fruit with its distinctive flavour. Not only is durian popular in cuisine, it is also a popular gift for special occasions such as weddings. With strong consumption, China has become an important target for durian exporting countries, especially Thailand and Vietnam.
In 2023, China imported about 1.4 million tonnes of durian, with Thailand dominating, holding 68% of the market share. However, Vietnam has quickly emerged as a major competitor, capturing a significant portion of the durian export market to China.
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