The Surprising Rise of Durian Pizza in China

Durian, often dubbed the "king of fruits", has taken China by storm. While it may be considered an acquired taste due to its strong odor, its popularity in China is undeniable.

A Culinary Sensation

Pizza Hut, under Yum China’s operation, has found unexpected success with its durian pizza. Just within this year, the chain has sold an astonishing 30 million of these pizzas. According to Yum China’s CEO, Joey Wat, it is now Pizza Hut’s top-selling pizza nationwide. She mentioned, "One in every four pizzas sold in Pizza Hut China is now a durian pizza."

The Growing Demand for Durian

China’s appetite for durian has increased significantly. Known for its thorny husk and creamy, custard-like flesh, the durian’s bittersweet taste has won over many in the country. In 2023, China imported around 1.4 million tons of this unique fruit. This increased demand was noted by HSBC analysts, who attributed a 400% surge in global demand to China’s craze.

Product Innovations

Not only has the pizza been a hit, but the firm has also ventured into other innovative products. Just this August, a beef burger with pizza dough, stuffed with durian and pineapple, made its debut. It sold out swiftly, showcasing the high demand for such creatively flavoured products.

The Economic Impact

Yum China isn’t resting on its laurels. With a focus on reaching China’s burgeoning middle class, the company is actively expanding. In 2023 alone, they established nearly 1,700 new KFC and Pizza Hut outlets, with even more planned for 2024. The company intends to invest between $700 and $850 million in capital expenditures this year.

Financial Figures

Yum China’s revenue has shown positive growth. For the quarter ending September 30, revenue was $3.07 billion, up 5% from the previous year. Concurrently, net income surged by 22%, reaching $297 million. It’s clear that their strategies are yielding fruitful results.

A Fruitful Future?

Given the fruit’s status as a luxury item in Chinese cities, it seems likely that durian’s popularity will endure. China’s state media reports that it imported about $6.72 billion worth of durian in 2023, making it the most imported fruit in the country. As awareness and appreciation for diverse flavors grow, the love affair with durian may very well continue.

Durian’s odorous charm might not resonate with everyone, especially outside Asia, but its place in Chinese cuisine now seems assured. Without a doubt, durian pizza has cemented its place in the annals of unique culinary delights.