Participant picking durian at durianbb university in raub, Pahang; a similar experience is being introduced at durianbb academy in Serdang,Selangor. — Photos: LoW Lay PHoN and LoW booN TaT/The Star and courtesy pics
WITH its bold flavours and unmistakable aroma, durian divides opinions yet irresistibly captivates enthusiasts.
Revered as the King of Fruits, it reigns supreme not only as a cherished delicacy in South-East Asia but also as a cultural icon and economic dynamo for Malaysia.
Recognising its magnetic allure – where appreciation can even verge on obsession – Tourism Selangor is set to roll out enticing durian-centric packages next year, designed to draw in curious adventurers and avid fans alike.
These initiatives aim to transform Selangor into the ultimate durian destination offering more than just a taste, with an immersive experience in Malaysia’s rich durian heritage.
Beyond well-known varieties like the famed Musang King and the creamy Black Thorn, the Selangor tourism promotion agency envisions a multifaceted approach to marketing durian as a symbol of Malaysia.
“Durian has become an icon of Malaysia, and people often associate the fruit with the country for its unparalleled flavour quality,” said Tourism Selangor industrial development department manager Chua Yee Ling.
“While durian farms in Raub (Pahang) are popular, Selangor also has unique durian-themed attractions such as a durian street and academy.
“We aim to offer more than just tasting opportunities; we want tourists to embark on an experiential journey that shares the story of durian in Malaysia,” she said.
With the upcoming Visit Selangor Year 2025 aiming to attract eight million tourists, Chua said these initiatives were especially timely.
Malaysian durian is a hit with Chinese tourists. — Photos: LoW Lay PHoN and LoW booN TaT/The Star and courtesy pics
All about the durian
In June, The Star reported that Tourism Malaysia aims to generate over RM2mil in revenue from 62 Durian Agritourism Packages for 2024/2025, through various enticing bundles offered by 27 local tour operators from 12 states until the end of next year.
These packages range from durian orchard visits, fruit-picking and tasting of durian and other local fruits, to cooking classes, tempoyak (fermented durian) making, rafting, village homestays, train rides and golfing.
Chua said the Selangor tourism agency planned to develop tours in the state that both showcase the variety of durian and educate visitors on the fruit’s cultivation practices as well as lesser-known facts.
“Currently, Tourism Selangor is in discussions with industry players to curate content that suits different types of travellers.
“Casual travellers, for instance, may appreciate a more relaxed introduction. This could include information on durian varieties, planting and harvesting, and retail experiences.
“For farmers and entrepreneurs, we can provide more in-depth content such as fruit sourcing, networking and knowledge on durian exports,” she added, noting that such immersive, thematic tourism content would appeal to a broad audience.
Given Selangor’s proximity to the nation’s capital Kuala Lumpur, short-term tours for foreign guests would further establish durian’s cultural icon status.
It would also highlight Malaysia’s rich agricultural heritage and the nation’s deep-rooted passion for the King of Fruits.
“Recently in Hong Kong, there was a four-day, three-night tour package promoted in line with the May to September fruiting season for tourists to have a short getaway specifically to enjoy durian in Malaysia.
Agricultural Department land in Serdang serving as a durian gene bank.
“Such tours can boost meetings, incentives, conferences and exhibitions (MICE) tourism by creating a platform for investors to learn about Malaysia’s durian and explore trade opportunities,” said Chua.
She said durian packages could also complement tours under the state’s “Pusing Selangor Dulu” campaign showcasing its many attractions.
“For instance, tourists can join our Beryl’s Chocolate tour in Seri Kembangan, explore Seri Kembangan New Village and end the day with a durian tour.
“We will look into how we can integrate durian packages into existing tourism products to further enrich Selangor’s tourism offerings,” she said.
Tailor-made content
One of the industry players Tourism Selangor is collaborating with is DurianBB International Sdn Bhd, which is in the midst of setting up DurianBB Academy Serdang Campus.
Located along Jalan Jelutong, this project is a collaboration with Agriculture Department and Universiti Putra Malaysia (UPM) on the department’s land.
Occupying 0.8ha of the total 12.14ha, the academy is scheduled to open next year.
The team behind the academy envisions it as a tourist information centre as well as a durian plantation and educational hub.
Artist’s impression of DurianBB Academy in Serdang.
“There are about 200 durian trees here, serving as a gene bank for various varieties,” said DurianBB marketing specialist Stephen Chow.
“This includes lesser-known varieties like D2, D7 and D8, as well as the popular D197 and D200 respectively known as Musang King and Black Thorn.
“Visitors can learn about different durian species, the process of tying valuable durian (to prevent them falling to the ground) and how farmers actually collect them,” he said.
Chow noted that farmers no longer let high-value durian fall to the ground when ripe.
“If a durian hits the ground, this affects the fruit’s quality. And if soil gets stuck on its thorns, it cannot be exported as it is considered contaminated.
“So, farms instal nets beneath trees to catch the fruit or tie the stems with strings to prevent them from falling,” he said, adding that visitors would get to know about these practices during the tour.
“At the academy, we will have interactive sessions, games and competitions for children, and of course, visitors can savour the fruit,” Chow highlighted.
He said the durian tour and DurianBB academy were the first phase of the project.
“The plan is to expand to a factory where tourists can experience making other durian products such as ice creams, mochi and chocolates.
Chua: Tourism Selangor is coming out with durian tour packages.
“There, they can participate in the production process and perhaps package items to take home as souvenirs,” he said.
To enhance the academy experience, the team also plans to offer corporate team-building activities, using durian-related topics as training material.
“With its vast area, the academy can accommodate 300 to 400 people at a time, making it ideal for large group tours,” said Chow
He said that beyond tourism, the academy could become an export hub in the future, given its proximity to Kuala Lumpur International Airport just 30km away.
One-stop experience
Located in SS2, Petaling Jaya in Selangor, Dking SS2 is one of the city’s main durian attractions, boasting the largest durian replica certified by Malaysia Book of Records.
Duricious Sdn Bhd co-founder Leron Yee said the brand aimed to be more than just a durian stall, by positioning itself as a one-stop experience centre that combined culture and tourism.
“Durian itself is just a fruit, but when combined with cultural and tourism elements, it gives the fruit soul.
“We are keen to work with Tourism Selangor to advance this effort,” he said.
With its marketing arm, Dking is also among industry players Tourism Selangor is engaging to collaborate on durian packages.
Yee (left) and Chin posing with durian at their store in Petaling Jaya.
The company has actively promoted the King of Fruits over the past 15 years. Last September, it once again teamed up with Tourism Malaysia to host the six-day Malaysia International Durian & Culture Festival (MIDCF).
During fruiting season, which occurs from May to September with peak harvests in July and August, the company promotes over 10 varieties, including Red Prawn, Black Thorn, D13, Tekka, D101, D24, Musang King, XO and kampung durian.
“International tourists do not always know about the durian season; they just know they must try it while in Malaysia.
“So, if they visit in March or April, which is outside the season, we can still provide durian in the form of frozen pulp, which retains about 95% of the fresh taste,” said Yee.
Company co-founder and managing director Simon Chin hopes to bring MIDCF back to SS2.
“Next year, we are planning a different approach with a series of roadshows across the state.
“In line with Visit Selangor Year, we aim to host an even larger celebration,” he said.
Chow: Visitors can learn more about durian species and farming.
To further attract tourists, Dking is preparing a cultural street in SS2, set to launch next year.
“The idea is to infuse cultural elements into the experience,” said Chin.
“We also hope to collaborate with Miss Tourism International, making Dking a stop for their pageants,” he added.
