No longer confined to a raw-export model, Dak Lak durian is steadily expanding its foothold in international markets through an integrated value chain, spanning digitally managed cultivation, deep processing alongside global e-commerce.

Krong Pac Clean Agriculture Services Cooperative has 186 members managing more than 200 hectares of organically cultivated durian under a digitally monitored production system. According to Mr. Mai Dinh Tho, Chairman of the Cooperative's Board of Directors, transparency must be ensured throughout the entire production chain, from agricultural inputs and cultivation practices to harvesting, thereby strengthening consumer confidence. The cooperative also uses Facebook coupled with TikTok to promote its products, while collaborating with the Vietnamese community in China to livestream Dak Lak durian products on e-commerce platforms.

Agricultural experts inspecting the quality of durian delivered to storage facilities in Ea Knuec commune.

Following a similar strategy, Mr. Tran Van Thang, Director of Krong Pac Green Agriculture Cooperative, has chosen to develop an integrated value chain rather than depending solely on fresh fruit sales. Over the past three years, the cooperative has adopted VietGAP standards alongside deploying soil nutrient monitoring technology to optimise fertiliser application and irrigation throughout each growth stage. These practical innovations have generated tangible outcomes, reducing production costs, improving soil quality, while enhancing durian quality.

In September 2022, when Vietnam's first shipment of fresh durian was officially exported to China from Krong Pac, Dak Lak durian entered a new phase of international integration. To date, the province has nearly 44,900 hectares of durian, including 269 certified growing areas and 40 official coded packing facilities. Another 16 frozen durian packing facilities have been approved by the Chinese authorities. Durian export turnover reached approximately 1.1 billion USD in 2025.

Positioning value through quality and branding

As market opportunities continue to expand, requirements have become increasingly stringent. Currently, only about 17.5% of the provincial total durian-growing area has been granted export growing area codes.

According to Mr. Le Anh Trung, Chairman of the Dak Lak Durian Association, building a sustainable durian ecosystem requires farmers to strictly comply with safe production standards, while enterprises must take full responsibility for every shipment, ensuring complete traceability coupled with quality control throughout the supply chain.

Mr. Dang Van Hiep (right), Director of Dak Lak Macadamia Company Limited, introducing the company's freeze-dried durian products.

Since July 1, 2026, the agricultural product traceability system has been rolled out, assigning every product a unique digital identification code while every shipment authenticated and traceable throughout the production process. The system provides an important safeguard for strengthening the credibility of Dak Lak durian in international markets.

Alongside improving quality, building and positioning the brand have become an urgent priority. Festivals, trade promotion activities together with branding campaigns are designed not only to attract visitors but also to raise international recognition of the "Dak Lak Durian" brand.

Simultaneously, numerous enterprises are expanding deep processing to further enhance product value. Sarita Factory has invested in freezing technology with an annual processing capacity of 40,000 tonnes. Ban Me Green Farm converts durian husks into organic fertiliser, while Dak Lak Macadamia Company Limited has developed freeze-dried durian products recognised under the four-star OCOP programme.

Dak Lak is gradually building a modern agricultural ecosystem in which farmers are transforming production practices, cooperatives are reinforcing value chain linkages, enterprises are investing in advanced processing technologies, while management agencies continue enhancing brand development, traceability alongside quality assurance.

Translated by KHUONG THAO