Dak Lak province is looking to elevate its famed durian beyond fresh fruit by showcasing its culinary potential as part of efforts to strengthen tourism and promote the local brand.

In 2025, the durian sector marked a leap in growth, with export turnover reaching approximately 4 billion USD, accounting for nearly 50% of the country’s total fruit and vegetable export value.

In recent years, durian cultivation has been expanding in the Mekong Delta city of Can Tho, with a total area of nearly 13,000 hectares, ranking third among the city’s fruit crops. However, durian growers are facing significant challenges, as consumers are becoming increasingly demanding regarding quality.

In late August, hundreds of container trucks carrying fresh fruit from Viet Nam’s key growing regions have lined up at the Huu Nghi International Border Gate, completing customs procedures for export to China.

With the concerted efforts of localities, businesses, and farmers, Viet Nam’s durian exports have gradually recovered since May 2025, regaining strong growth momentum.

In recent years, with a spirit of diligence, resilience, and bold innovation in production, alongside the active support of the agricultural sector in applying scientific and technical advances, many farmers in Hau Giang Province have risen to prosperity, becoming so-called “barefoot billionaires” in their own gardens and fields.