June 14, 2025 | vnExpress |
Singapore’s durian trade is rapidly shifting online, with sellers using TikTok Shop to reach consumers directly. One vendor, Raay Lim of Zen Zu Fu Durians, reported six-figure sales during the peak harvest season, with Musang King durians fetching S$50 (US$39) per 500g box. His livestreams blend sales with personal conversations, building a loyal community of viewers who appreciate his sincerity and engagement.
The trend is widespread: TikTok has seen a 40% increase in durian sellers and a 185% surge in gross merchandise value over the past year. Singapore imports more than 100,000 kilograms of durians daily during peak season, mostly from Malaysia, and multiple sellers often stream simultaneously.
Experts note the convenience of delivery fuels growth, but online sales face challenges since buyers cannot inspect the fruit before purchase. This makes trust and reputation critical for success. Established shops like Combat Durian, operating for six decades, continue to thrive by offering quality assurance and a unique in-person experience.
Alongside online sales, supermarkets and retailers have rolled out promotions and buffets to attract consumers, while many Singaporeans also travel to Malaysia to enjoy fresh durians, often as part of community tours linked with local traditions.
