PETALING JAYA: The Malaysian durian is gradually making inroads into South Korea as a premium niche product, with early signs of interest emerging among food enthusiasts and online consumers.
Feedback from social media platforms suggests that both fresh and frozen Malaysian durian are viewed as exotic, novelty items in the South Korean market, particularly when prepared as dessert-style offerings.
“Some consumers have highlighted the fruit’s distinctive texture and flavour, pointing to a small but enthusiastic following,” said Malaysian Trade Commissioner Mohamad Termizi Piee in Seoul.
Availability remains limited, with products such as frozen Musang King sold mainly via e-commerce platforms like Coupang rather than through mainstream supermarket chains, reflecting its speciality positioning, he told The Star.
Retail prices for frozen durian in South Korea vary by origin and format, typically ranging from about US$24 (RM93.60) to US$65 (RM253.50) per kg.
Malaysian frozen Musang King, positioned as a premium imported product, is generally priced at around US$64 (RM249.60) per kg on online platforms, reflecting higher import, certification and cold chain logistics costs.
Mohamad Termizi pointed out that sales volumes remain modest, suggesting trial purchases and niche demand rather than mass market uptake.
However, he said Matrade’s engagement with Korean importers indicated growing interest in premium Asean food products, including frozen durian formats and value-added durian-based items, even though the volume remained small.
Agriculture Department director-general Datuk Nor Sam Alwi said South Korea is shaping up to be a significant growth market for Malaysian durian, backed by steadily rising exports over the past three years.
“Malaysia obtained market access for fresh durian to South Korea on Sept 17, 2010, and since then frozen durian in all forms has also been permitted for export.
“In 2024, South Korea was ranked 16th among Malaysia’s durian export destinations out of a total of 27 countries,” she said.
Malaysia’s durian exports to South Korea stood at 0.13 tonnes worth RM18,096 in 2022, before rising to 0.24 tonnes worth RM37,977 in 2023 and then jumping to 8.31 tonnes worth RM889,821 in 2024.
