Under its Visit Malaysia 2026 campaign, the Southeast Asian country is targeting 600,000 arrivals from South Korea this year, up from about 558,000 visitors in 2025, Tourism Malaysia Seoul director Kamilia Hani Abdul Halim said as quoted by Korea Times.

But rather than relying solely on beaches, shopping districts and resort packages, the tourism agency is increasingly promoting what it calls “durian tourism” centered on the premium Musang King variety.

“Many people assume South Koreans don’t like durian because of the smell,” Kamilia said. “But when we introduced Musang King in Korea, the response was surprisingly strong,” the South China Morning Post reported.

That reaction has encouraged Malaysia’s tourism industry to package durian as a premium culinary experience rather than a novelty food challenge.

Seasonal tours now take visitors directly into orchards during harvest months, where they can watch ripe fruits fall naturally from trees, learn how different varieties are graded and taste Musang King within hours of being picked.

Musang King has become one of Southeast Asia’s most sought-after durian varieties because of its deep golden flesh, creamy texture and bittersweet flavor profile.

In Malaysia, the fruit has evolved beyond traditional roadside stalls. Visitors can now find it in cakes, chocolates, cookies, pastries and ice cream, while major chains even launch limited-edition durian desserts during the peak season.

Durian season in Malaysia typically starts around June or July, and could last until September.

Malaysia launched Asia’s first durian experience center in Kuala Lumpur on July 7.

Since 2024, Malaysia has introduced durian-themed tour packages that take visitors to orchards while offering activities such as glamping and jungle trekking.

The country eyes 47 million tourists this year to retain its crown as the most-visited country in Southeast Asia.