Booming Chinese Demand is Leading Vietnamese Farmers to Switch from Coffee to Durian – CoffeeTalk

Vietnam’s Central Highlands is a crucial region for coffee production, contributing about one-sixth of the world’s output, but local farmers are increasingly shifting to durian cultivation to meet rising demand in China. Farmer Pham Xuan Lan exemplifies this trend, having diversified his crops 20 years ago and now harvesting 60 tonnes of durian from 400 trees. This transition has significantly increased his income, with expectations of earning US$76,000 by 2026, compared to just US$10,000 from coffee.

Over the last decade, the area planted with durian has increased by more than fivefold, expanding to 200,000 hectares nationwide, according to the Vietnamese Agriculture Ministry. Following a trade protocol established in 2022, Vietnam became China’s largest durian supplier by 2025, overtaking Thailand, which had dominated the market for nearly two decades. The surging popularity of durian is largely driven by social media exposure, especially among younger Chinese consumers, leading to billions of views on platforms like Douyin.

The fruit, once considered a luxury item, is now more affordable due to improved competition and transport. In 2025, China imported nearly US$7.5 billion worth of fresh durian, a significant increase from US$7.5 billion in 2015. However, as demand grows, there are concerns regarding over-reliance on the Chinese market and the risk of oversupply, as evidenced by a recent price drop linked to high harvests in Malaysia.

Despite the lucrative opportunities, many farmers face challenges with durian cultivation, which requires precise conditions for success. The Vietnamese government has warned of the potential for oversupply and quality issues as the durian area expands rapidly. Some farmers who have tried to shift from coffee to durian have reverted back, citing difficulties in producing high-quality fruit. Lan continues to grow coffee as a safety net, emphasizing that while he can provide guidance for successful durian cultivation, there are no guarantees.

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