Driving through Raub, Malaysia, you can’t miss the tells of durian everywhere – murals, road signs saying “Welcome to the home of Musang King durians,” and trucks carrying the spiky fruit. Once a gold mining town, Raub is now famous for the Musang King, a rich, buttery durian variety nicknamed the “Hermès of durians” by the Chinese. China imported a record $7 billion worth of durians in 2024, tripling imports since 2020. More than 90% of the world's durians now head to China, fueling a durian rush. Chee Seng Wong, manager at Fresco Green exporter, said, “Even if only 2% of Chinese people want to buy durians, that's more than enough business.” Durian is loved and hated for its strong smell, banned in some hotels and transport. Yet in China, it is a luxury gift and social media star, inspiring dishes like durian pizza. Thailand and Vietnam are top suppliers, but Malaysia is fast gaining with premium types like Musang King, which can sell for $14 to $100 each. Xu Xin, a durian vendor from Northeast China, said, “Once I ate Malaysian durian, my first thought was, 'Wow, this is delicious. I have to find a way to bring it to China.'” She and others expect durian’s market to grow as many Chinese haven't tried it yet. Local farmers in Raub like Uncle Thing have made millions from durians. At 72, he still works hard picking the fruit, sorting it by grades with only the best sent to China. He said, “Durian has contributed a lot to the economy here.” China’s booming durian appetite also influences diplomacy with trade deals across Southeast Asia and investments like the China-Laos Railway that transports thousands of tonnes daily. But challenges exist: food safety scares, conflicts over illegal farming land, and rising prices affecting other crops. Meanwhile, China’s Hainan province plans to boost local durian production, aiming for “durian freedom” from imports. Yet for now, Malaysian durians like Musang King remain unmatched favorites. As Uncle Thing puts it, “All that we can do is take good care of our farms and boost yields.” The throne for Musang King durian in China may shake, but the fruit’s reign continues strong.