Durian — the spiky tropical fruit famously described as “tasting like heaven and smelling like hell” — continues to divide opinion. Yet it reigns supreme among Chinese consumers as their favorite food import from Southeast Asia.

Thailand, widely recognized as “the king of durian exporters,” is at the heart of this booming trade. To meet surging demand, Thai farmers are now receiving support from Chinese agricultural experts, who are helping modernize and upgrade durian cultivation practices

In a major step forward, the Thai Digital Economy Promotion Agency launched the Digital Durian Initiative late last year. This program leverages smart technologies to transform traditional farming, equipping growers with digital tools to record, store, and track crop data—helping them navigate uncertainties and improve yields.

“Thailand offers ideal natural conditions for tropical fruit cultivation, and its durians are among the finest in the region,” said Zhou Zhaoxi, a researcher at the Chinese Academy of Tropical Agricultural Sciences. “With over 200 varieties, Thai durians enjoy a strong global reputation.”

While China has begun cultivating durians in southeastern provinces like Hainan, Zhou noted that domestic production remains limited and insufficient to meet soaring demand.

“In the long run, Thai durians will continue to dominate the Chinese market,” he added, “thanks to consumer preference, superior quality, and large-scale production.”

Durian Goes Digital: How Thailand’s Spiky Fruit Is Winning Over China

Durian might be the most dramatic fruit on the planet. Some people say it tastes amazing—like candy and cream. Others say it smells like a garbage truck on a hot day. But guess what? In China, durian is a superstar!

Chinese shoppers can’t get enough of the spiky fruit from Southeast Asia, especially the ones grown in Thailand. Thailand is famous for its durians and is even called “the king of durian exporters.”