Malaysia’s beloved “King of Fruits”, the durian, could serve as a unique cultural bridge between Malaysia and France by connecting the two nations through gastronomy, heritage and a shared appreciation for local produce, according to French Ambassador to Malaysia, Marc Abensour.
Speaking at the conference titled The Durian: An Embodiment of Power: A Cross-Cultural French and Malaysian Perspective, Abensour said the iconic fruit occupies a special place in Malaysia’s cultural identity and deserves greater recognition among French consumers.
He noted that French consumers place high value on products linked to geographical origin, terroir and culinary heritage, making Malaysia’s premium durian varieties a natural fit for the market.
“Now is the time to introduce this unparalleled tropical fruit to French consumers who appreciate quality products, unique local characteristics and the preservation of gastronomic traditions,” he said.
Abensour highlighted the similarities between Malaysia and France, saying both countries take immense pride in local produce, craftsmanship and the protection of culinary traditions.
Drawing comparisons between durian and French cheese, he said both are renowned for their strong aromas but, more importantly, represent regional diversity, cultural identity and rich food heritage.
According to the ambassador, durian has become part of Malaysia’s collective imagination and national identity, describing the fruit as a metaphor for the country itself.
“With its diverse varieties, unique terroirs stretching from Penang to Johor and through Pahang’s Raub region, as well as the passionate debates it inspires, durian is much more than just a fruit,” he said.
Abensour added that these shared cultural values could eventually pave the way for Malaysian durian to be showcased at France’s annual International Agricultural Exhibition, one of the country’s most prestigious agricultural events.
Touching on the fruit’s growing global popularity, he noted that Musang King, the premium durian variety cultivated in Raub, Pahang, has achieved remarkable success in China and has even been nicknamed the “Hermès of durians” by Chinese consumers.
Citing international reports, he said China imported approximately US$7 billion worth of durians in 2024, triple the amount recorded in 2020, with more than 90 per cent of global durian exports destined for the Chinese market.
During a conference dialogue session, Air Liquide Malaysia managing director Bertrand Leroux emphasised the role of innovation in transforming agricultural products into premium export commodities.
He revealed that the company has introduced cryogenic freezing technology for Malaysian durian, enabling producers to preserve the fruit’s flavour and quality while meeting international export requirements.
Meanwhile, DSR Taiko Berhad chief technology officer Ajmain Kasim said traceability, certification and quality assurance remain crucial in strengthening Malaysia’s durian industry and safeguarding the authenticity of premium Musang King products.
He explained that the company’s Musang King Integrated Tracking System (M-KITS) allows verified tracking from orchard to individual tree, ensuring product authenticity and transparency throughout the supply chain.
Ajmain also stressed the importance of certifications such as MyGAP, JAKIM Halal, Good Manufacturing Practice (GMP) and Hazard Analysis and Critical Control Points (HACCP) in enhancing Malaysia’s reputation as a trusted supplier in global markets.
The conference also explored the cultural significance, regional identity and unique characteristics of durian, while highlighting its journey from Malaysian orchards to becoming one of the world’s most sought-after tropical fruits.
