China's middle class is increasingly embracing durian, a fruit primarily imported from Southeast Asia, signaling a significant shift in consumer preferences. The trend has been fueled by innovative dining experiences, such as a viral buffet in Shenzhen that offers over 200 durian dishes for 199 yuan (approximately US$27.39). This growing appetite for durian has led to the proliferation of durian-themed restaurants across the country, showcasing a diverse range of culinary offerings. Social media platforms like Douyin have 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. Notably, Guangdong's durian chicken hotpot brand has sold over 2.22 million units, further demonstrating the fruit's integration into popular dining options. The demand for durian is reflected in import statistics, with China’s durian imports soaring from 430,000 tonnes worth US$1.1 billion in 2018 to 1.38 million tonnes valued at US$6.2 billion from January to September 2024, showcasing the fruit's growing significance in the Chinese market. [0b03ceea]