Vietnamese coffee farmers ride China’s durian wave

The Japan Times
2026.08.31

Vietnam’s Central Highlands produces around one-sixth of the world’s coffee, but farmers are switching their traditional crop for durian to cash in on surging Chinese demand for the pungent “king of fruits.”

“You can live okay with coffee, but it’s durian that makes you rich,” said Pham Xuan Lan, as he gave a tour of his farm.

Blessed with a tropical climate and rich basalt soil, the lush Central Highlands produces vast quantities of robusta beans, and Vietnam trails only Brazil in coffee output.

But the area dedicated to durian has soared more than fivefold to 200,000 hectares nationwide over the past decade, according to the agriculture ministry.

Vietnam only officially entered the Chinese durian market after a 2022 trade protocol but last year became the country’s biggest supplier by volume, ending Thailand’s near two-decade dominance.

Lan was an early adopter, diversifying his crop two decades ago and now boasting 400 durian trees in Ea Knuec commune, part of Dak Lak province.

They produce 60 metric tons of the sweet yet smelly fruit, which is driven in frozen containers thousands of kilometers north into China.

The 56-year-old expects to make $76,000 this year — against $10,000 had he stayed with just coffee.

Read more here.

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