Malaysia has launched the Kuala Lumpur Durian Experience Centre, a nearly $2 million investment aimed at promoting the country's durian varieties to local and international visitors, especially from China. The two-story, 1,900-square-meter center opened this summer near the Petronas Twin Towers and operates daily from morning until midnight, offering visitors a comprehensive durian experience including tasting and cultural exhibits, according to fortune.com.
The center features a replica durian orchard, a theater show, and a shop selling durian products such as platters and egg tarts. Edison Ang, the founder, said the facility targets both local customers and tourists, with a particular focus on Chinese consumers, who are the world’s largest durian importers. He noted that Chinese tastes have been shaped by Thai durian culture, and the center aims to introduce them to Malaysian durian’s diverse flavors.
Malaysia’s efforts to elevate its durian industry come amid a booming global market, with China’s durian imports valued at $7.5 billion. The fruit’s distinctive smell and taste have made it a delicacy for aficionados, with Malaysian varieties prized for their range of flavors from sweet custard to peanut butter notes. The center reflects a broader strategy to move durians beyond traditional markets and roadside stalls into a premium category.
The Kuala Lumpur Durian Experience Centre spans about 20,450 square feet and is open daily. It represents a significant step in Malaysia’s push to capture a larger share of the global durian market, particularly targeting Chinese consumers who dominate durian imports worldwide, according to fortune.com.