"The industry is still expanding rapidly, but already entering a period of structural differentiation," Liu said. His answer is to focus on higher-end varieties such as "Black Thorn" to avoid future homogenized competition.

Growth, however, does not guarantee easy profits for everyone. Wang Zhengbo, chairman of Guangxi TWT Supply Chain Management, a trading company specializing in Thai durians, noted that the durian chain is long and layered, from planting to retail, with costs accumulating at each stage. Large traders and those controlling upstream resources are relatively stable, while some smaller players are more exposed to price volatility.

At the production end, Nicholas Lui, a durian grower from Malaysia's Pahang state, said rising fertilizer, fuel and labor costs — together with stricter procurement standards, are narrowing margins.

Even so, the direction of travel remains clear. China's market is widely seen by industry participants as far from saturated, but it is becoming more selective. Poor quality fruit, uneven standards and inefficient supply chains will find it harder to survive.

The boom is also creating new forms of consumption. In Nansha, a port-side fresh market model allows fruit to be unloaded, containers opened and products sold directly. A durian carnival on April 30 offered Thai Monthong, Malaysian Musang King and other varieties to consumers. In producing countries, some businesses are exploring durian tourism, combining picking experiences with agricultural travel. Processed products, from frozen pulp to cakes and snacks, are also extending the value chain.

The fruit's flavor may not have changed. But from orchard to port, railway and dinner table, the business around it is becoming faster, stricter and more regional. For China and Southeast Asia, the durian season is no longer just a seasonal rush. It is a vivid example of how consumer demand can reshape the routes, standards and economics of a whole supply chain.

Xinhua