A Malaysian company, DurianBB, is transforming the world’s most divisive fruit, durian, into a cultural and entertainment phenomenon. In Kuala Lumpur, the company operates DurianBB World, a mini theme park featuring interactive games, durian-based desserts, and daily classes on the fruit’s history and cultivation. Visitors can participate in carnival-style durian games, attend science-themed workshops, and take specialized courses at the DurianBB Academy, a 30-acre farm currently in soft launch. In addition, the company has created a durian-themed musical for children and introduced branded durian characters sold both in retail stores and at its properties.
DurianBB’s innovative approach has brought substantial attention, generating around $10 million in revenue in 2024, largely through merchandise sales. Efforts by Malaysia to attract Chinese tourists, including visa waivers, have significantly boosted visitor numbers, with Chinese travelers making up a large share of the park’s audience. Looking ahead, DurianBB plans to launch a “DurianBB Universe” in Singapore, which would include theme parks, tasting events, courses, and potentially even movies and TV series, aiming to create the world’s most comprehensive durian-centered experience. More