The King of Fruits Goes Live: Frozen Durian, Export-Ready, Makes its Livestream Debut

On January 8th, a megalive session titled “Sầu đông trên xe cont” was held in Cho Lach district, Ben Tre province. This event was organized by the Agricultural Trade Promotion Center (Ministry of Agriculture and Rural Development) in collaboration with TikTok Shop, Viettel Post, HD Bank, Mekong Science and Technology Application Institute, and Chanh Thu Fruit Import-Export Joint Stock Company.

The product featured in this megalive was frozen durian, a local specialty, which has achieved the OCOP 5-star standard (the highest grade certified by the Ministry of Agriculture and Rural Development). Chanh Thu’s frozen durian is quick-frozen using liquid nitrogen technology, ensuring the fruit’s freshness and quality.

Ms. Ngo Tuong Vy, CEO of Chanh Thu Company, shared that their frozen durian has been successfully exported to demanding markets such as the US, Canada, and Australia. This journey began with a market survey in the US, where they noticed the dominance of Thai frozen durian.

Over time, Chanh Thu’s frozen durian, initially starting with the Monthong variety, gained traction in the US market, with consumers even lining up to purchase it. Today, the Ri 6 durian, a native Vietnamese variety, accounts for 60%-70% of their market share in the US.

“We aim to bring premium durian to Vietnamese consumers,” said Ms. Vy. “Frozen durian offers a novel experience and stable pricing throughout the year.”

This inaugural frozen durian sale via livestream included the participation of prominent content creators such as Pew Pew, Le Anh Nuoi, Hoang Kim Chi, Vu Tran Kim Nha, and Chu Thanh Huyen.

As it was the first sale, only one product was offered: a pack of two Ri 6 frozen durians weighing approximately 5 kg. The original price was over VND 900,000, but customers could purchase it for as low as VND 600,000-700,000, depending on the timing and promotional codes. Due to the challenges of delivering frozen products, the offer was limited to Hanoi residents.

While Vietnamese frozen durian has successfully penetrated demanding export markets, it remains relatively unknown within Vietnam, even among locals in Ben Tre.

Mr. Giang Thanh The, a 69-year-old resident of Binh Dai district in Ben Tre, attended the megalive event and shared his first experience tasting exported-standard frozen durian. “The flavor is excellent, like eating pure durian ice cream, and it’s even better than durian stored in a regular freezer,” he enthused. “I am proud that Ben Tre’s specialty is being introduced to consumers nationwide. With frozen options, people all over the country can enjoy delicious durian all year round.”

Mr. Nguyen Minh Tien, Director of the Agricultural Trade Promotion Center, noted that Vietnam’s durian cultivation area has been expanding rapidly in recent years, creating future challenges in consumption. Therefore, frozen durian presents a new direction for the industry. This livestream session not only served as a test run for domestic sales but also laid the groundwork for future livestream sales targeting Chinese consumers.