Malaysia aims to achieve US$229 million (RM932.3 million) in durian exports to China by 2030, driven by massive demand following fresh market access in August 2024. Recent data shows fresh durian exports surged over 500% to US$37 million in 2025, while frozen exports reached US$202 million. Malaysia seeks to increase its market share from 4%–5% to 8%–10% by targeting China's premium consumer segment. Officials, including Trade Commissioner Niqman Rafaee M Sahar and Chargé d’Affaires Norfarina Mohd Azmee, view this growth as "durian diplomacy" to strengthen bilateral ties and promote Visit Malaysia Year 2026. Exporters like Sri Walis (M) Sdn Bhd are already seeing massive growth, supplying 1,000 tonnes annually to major cities like Shenzhen and Shanghai, with plans to triple shipments next year to meet the rising demand.