China's appetite for durian has reached unprecedented levels, with the country importing a record 15.6 billion kilograms of the fruit in 2024, valued at nearly US$7 billion. This surge in imports reflects a significant shift in consumer preferences, particularly among the growing middle class, who are increasingly embracing durian as a culinary staple. The trend has been further amplified by innovative dining experiences, such as a viral buffet in Shenzhen that offers over 200 durian dishes for 199 yuan (approximately US$27.39). Social media platforms like Douyin have also played a crucial role in popularizing durian, with over 1.24 billion views on durian-related topics, highlighting the fruit's rising status among younger consumers. The competition in the durian market is intensifying, particularly as Vietnam and Malaysia ramp up efforts to challenge Thailand's long-standing dominance. Thailand's market share has seen a decline, dropping from 68% in 2023 to 57% in 2024, largely due to quality issues and production declines. Despite this, Thailand's durian exports to China increased by 7.6% in December 2024, indicating that it still holds a significant position in the market. In December 2024 alone, China recorded a 12% year-on-year increase in durian imports, valued at almost US$160 million. The demand for durian is further evidenced by the proliferation of durian-themed restaurants across China, showcasing a diverse range of culinary offerings. Guangdong's durian chicken hotpot brand has sold over 2.22 million units, demonstrating the fruit's integration into popular dining options. Additionally, China has mandated testing for durian crops from Thailand and Vietnam due to concerns over carcinogens, reflecting the regulatory challenges that may impact future trade. Overall, the evolving dynamics in the durian market underscore China's growing significance as a key player in global durian consumption and trade. [c1fa4b48]