China takes a big bite of Philippine Durian
June 30, 2025
Arguably the most polarizing of fruits, Durian is conquering China with the Philippine puyat variety achieving remarkable success in two prominent Chinese trade fairs, the China-ASEAN Expo (CAEXPO) and the China International Import Expo (CIIE), held in September and November 2024, respectively.
| TRADE FACTS | |
|---|---|
| Durian | |
| USD 1.26 billion | Combined sales from CAEXPO and CIIE |
| More than 90% | Total export sales of Durian and its derivatives |
| 95% | Total world imports of Durian are from China |
| USD 140 billion | Food imports in 2023, by China |
| Top importers | Philippine Durian are to exported China, Hong Kong, Japan and Singapore |
Data from the Durian Global Trade Overview of the Food Agriculture Organization of the United Nations supports this phenomenal consumption of the fruit in China as the country recorded 95% of total world imports of Durian between 2020 and 2022. This is equivalent to an estimated annual average of 740,000 tonnes.
Overall food imports in China for 2023, meanwhile, recorded a total of USD140 billion in food imports based on an industry report by the China Chamber of Commerce of Import and Export of Foodstuffs, Native Produce and Animal By-Products.
Doors wide open
The Philippine participation in both shows serves as a strategic entry to one of the largest markets in the world and a gateway for enhanced trade relationship to encourage mutual trade, investments, cultural exchange and tourism between the countries.
The 21st iteration of CAEXPO featured 3,300 companies from the ASEAN-member states including China and recorded visits of 220,000. This is also the first time that the event extended its run from four (4) days to five (5) days. This is a welcome change for the Philippine Participation in CAEXPO which posted record-breaking sales of USD49 million compared to last year’s USD10.9 million.
This is credited largely to the overwhelming export orders generated by the king of fruits, the best-selling food commodity from the Philippines during the event, accounting for 96% of total export sales of the 15-company delegation.
The 7th edition of CIIE, an import-oriented trade fair intended to address the huge demand of the China market for various products and services, continues to be a force for trade exchange garnering 3,500 exhibitors from 129 countries.
The same success from CAEXPO was achieved by Philippine enterprises in CIIE where sixteen (16) exhibitors secured preliminary total sales, both booked and negotiated, amounting to USD1.212 billion based on initial report. Durian accounted for 98% of total sales from the Philippine Participation in CIIE.
One of the drivers of this impressive results particularly for the Philippine Participation in CIIE can be attributed to its special section, the Durian Nook, which attracted impressive crowds with visitors lining up for a taste of the iconic puyat durian from Davao. This helped generate USD300 million in secured orders and deals throughout the event.
Taste Partners
While recorded Philippine sales for Durian in both China shows look astounding, there is an opportunity for the country to gain more market share in China, where Thailand and Vietnam currently lead posting exports to China worth USD640.7 million and USD243 million, respectively, as of September 2024, based on data by the China General Administration of Customs. Meanwhile, the Philippines which started exporting Durian in 2023, reached USD32.46 million in Durian exports for 2024 according to Produce Report.
Central to the Philippine participation in the previous CAEXPO was CITEM’s partnership with the Federation of Filipino Chinese Chambers of Commerce and Industry, Inc. (FFCCCII), the largest organization of Filipino-Chinese entrepreneurs.
On the other hand, the Philippines’ 7th consecutive participation in CIIE was made possible through CITEM’s close collaboration with the Department of Agriculture along other partners in both government and private sectors.
Philippine companies made huge breakthroughs at the CIIE, securing promising partnerships with key trade buyers. Lionheart Farms Corporation and Treelife Coco Sugar successfully inked trade deals with Chinese counterparts, facilitated by the Bank of China’s trade and investment matchmaking conference at the event.
A Memorandum of Understanding (MOU) was signed between Lionheart Farms Corporation and a Jiangsu-basd company, valued at USD 415,000. Meanwhile, Treelife Coco Sugar attracted over USD 400,000 in investments from a Shanghai-based e-commerce firm. These agreements are expected to enhance foreign direct investment (FDI) in the Philippines, creating jobs and strengthening the nation’s trade and diplomatic ties with the world’s second-largest economy.
Changing Patterns
While Philippine Durian has seen success since its entry into China, other food commodities, processed and agricultural food products as well as beverages continue to be best-selling staples for Philippine exporters at the two China shows such as banana chips, frozen pineapple and coconut. This demand for high-quality products, and healthy foods are shaped by China’s increased spending power, promotion of consumption upgrade and rapid development of the economy.
The China Briefing provides a general overview for enterprises who may benefit from looking at China’s top six imported categories including meat, fresh or dried fruits and nuts, grain, soybeans and vegetable oil to align with its focus areas for exports. Based on data from the Philippine Statistics Authority, the Philippines top-selling food exports to China in the first quarter of 2024, are fresh and dried fruits and edible nuts, thus putting the country at an advantage in responding to this food demand.
The key trends, meanwhile, observed in China such as the rising demand for organic, low-sugar and functional foods, the increased inclination of the Generation Z towards appealing packaging, and the market infrastructure specifically e-commerce platforms as key driver for consumption patterns, may influence Philippine companies’ priorities and market positioning.
The consumption of healthy and organic food in China has seen vibrant growth albeit still in its nascent stage according to the US National Institutes of Health. The Advisory Report by the China Research Institute, meanwhile, estimates that China will become the world’s fourth largest organic food consumer by 2020-2025.
The new playing field
The market structure also plays an important influence on how food is accessed and consumed. The online space for food retail in China, according to a report by the Foreign Agricultural Service of the United States’ Department of Agriculture, is contributory to a third of the total retail sales. This is dominated by five major e-commerce players including Alibaba, Pinduoduo, JD.com and Bytedance.
While online platforms have spurred the staggering increase in consumption, import players may consider the success story of oat milk in China, based on a Euromonitor report, where foodservice such as boutique cafes have been instrumental to its market entry. Oat milk has now become a staple product for a segment of the Chinese consumers. This led to various applications including ice cream and baked products.
This growth potential for the Philippines can be achieved as more exporters are able to secure the necessary requirements and undertake official procedures to enable entry to the world’s largest durian importer. Furthermore, more efficient customs procedure, relaxed market access conditions and lifting of other barriers to entry by China may contribute to the success of durian exports of the country.
For the Philippines to maintain its foothold in one of the biggest markets in the world, local manufacturers must keep abreast of China’s food compliance and safety laws, tune in to consumer preferences, and constant innovation. While sustaining the growth of durian exports, the local food industry should also keep an eye on the next big thing the country can offer to China and the rest of the world.