China’s growing appetite for durian spurs market innovations
A Shenzhen restaurant has gone viral online after launching a 199-yuan-a-head buffet featuring more than 200 durian dishes
China’s middle class consumers have been tightening their purse strings, but their appetite for durian – pungent, spiky fruit mostly imported from Southeast Asia – continues to grow.
In Chinese cities, durians have transcended their status as a fruit to become a fashionable choice for young consumers. The catering sector has responded with “everything can be + durian” promotions that have spawned a proliferation of durian-themed restaurants with offerings ranging from drinks and desserts to hotpots and buffets.
On Douyin, the Chinese version of TikTok, topics such as “durian barbecue” and “durian buffet” have amassed more than 1.24 billion views.
One brand in Guangdong province that specialises in durian chicken hotpots has sold more than 2.22 million of them, and its durian burger has gained widespread attention on social media.