KUALA LUMPUR, June 11 — Malaysia’s “king of fruits”, the durian, can serve as a cultural bridge between Malaysia and France, connecting the two countries through gastronomy, heritage and a shared appreciation for local produce, French Ambassador to Malaysia Marc Abensour said.
Speaking at the opening of the conference, “The Durian: An Embodiment of Power: A Cross-Cultural French and Malaysian Perspective”, he said the fruit occupies a unique place in Malaysia’s cultural landscape.
“It is now time to introduce this unparalleled tropical fruit to French consumers, who are attached to appellations of origin, the notion of terroir, and the pursuit of quality products, as well as to the preservation of gastronomic and culinary heritage,” he said.
France and Malaysia share a similar pride in local produce, craftsmanship and the preservation of gastronomic traditions, he said, adding that these shared values could help strengthen bilateral ties.
He drew a comparison between Malaysian durian and French cheese, saying both are often known for their strong smell but, more importantly, represent diversity, regional identity and culinary heritage.
Abensour said the durian belongs to Malaysia’s collective imagination and national identity, adding that the tropical fruit can, in many respects, be seen as a metaphor for Malaysia itself.
“The multiplicity of its varieties, the terroirs from which it originates, from Pulau Pinang to Johor, via Pahang and the Raub region, the preferences it inspires and the debates it provokes, make it far more than a mere fruit,” he said.
Abensour said such shared values could eventually open the way for Malaysian durian to find its place at France’s annual International Agricultural Show.
Touching on the fruit’s growing international appeal, he said Musang King, a premium variety produced in Raub, Pahang, has enjoyed strong success in China and has even been nicknamed the “Hermès of durians” by Chinese consumers.
He cited international reports showing that China imported a record US$7 billion worth of durians in 2024, three times more than in 2020, with more than 90 per cent of global durian exports destined for the Chinese market.
During the conference’s dialogue session, Air Liquide in Malaysia Managing Director Bertrand Leroux said innovation could play a key role in transforming agricultural products into premium export goods.
He said Air Liquide had introduced cryogenic freezing technology for Malaysian durians, helping preserve taste and quality while enabling the fruit to better meet export market requirements.
DSR Taiko Berhad Chief Technology Officer Ajmain Kasim said traceability, certification and quality standards were essential to strengthening Malaysia’s durian industry, particularly in verifying the origin and authenticity of Musang King.
He said the company’s Musang King Integrated Tracking System (M-KITS), enables verified origin tracking from farm to tree, while certifications such as MyGAP (Malaysia Good Agricultural Practices), JAKIM’s Halal, GMP (Good Manufacturing Practice), HACCP (Hazard Analysis Critical Control Point) and other food safety standards help support Malaysia’s positioning in the global market.
The conference also featured discussions on durian’s cultural significance, terroir and identity, as well as its journey from orchard to global markets.
