A unique variety of sweet potato cultivated in China, known as the ‘durian sweet potato’ due to its durian-like aroma and creamy texture, has recently caught the attention of consumers in Vietnam, despite costing three times more than local varieties. According to the Vietnam News Agency, this premium crop has led to unprecedented demand, rapidly selling out in major markets. Retailers have reported sell-out rates of 100% within just days of new shipments arriving. The durian sweet potato gets its name from its strong, distinctive odor and the rich, creamy taste it develops when cooked, which closely resembles the flesh of the tropical fruit.
The durian sweet potato’s appeal lies in its unique flavor and quality. Vendors have noted that its dense, melt-in-your-mouth texture and subtle durian scent distinguish it from traditional sweet potatoes. A retailer in Ho Chi Minh City was initially skeptical about the high price of 96,000 VND/kg, compared to local varieties priced between 25,000 and 50,000 VND/kg (approximately $4-$12 vs. $1-$2). However, after personally tasting the product, the retailer ended up selling 300 kilograms within two weeks. Despite the higher price, consumers increased their purchase frequency by 200% for this novel culinary experience, particularly in urban middle-class households looking for premium produce.
Vietnamese distributors are racing to meet the growing demand. A wholesaler in Lao Cai Province, which borders China, has imported thousands of cases in recent months, with monthly shipments increasing by 50% since June. Early shipments commanded prices exceeding 100,000 VND/kg ($4.30/kg), though prices have moderated slightly to 96,000 VND/kg. Nonetheless, stocks remain limited, with 80% of new arrivals selling out within 48 hours. Traditional sweet potato growing regions in the Central Highlands and the Mekong Delta have experienced a 15% shift in consumer preferences toward this imported specialty, even though local farmgate prices range from 14,000 to 16,000 VND/kg ($0.60-$0.70/kg).
This variety originated in Guiming Village, Dongxing City, Guangxi Province, China, where farmers began cultivating it on 50 acres in 2023. The initial success led to rapid expansion to 400 acres, with consecutive harvests averaging 2,000 tons and valued at approximately $520,000 per season. Production has also spread to Yunnan, Guangdong, Fujian, and Zhejiang provinces. China’s total acreage is projected to exceed 2,000 acres by 2025, establishing the country as a global innovator in high-value agricultural crops.
This phenomenon showcases China’s advancements in cultivar development and market entry in the agricultural sector. Through online marketing and cross-border trade, the durian sweet potato has transformed sweet potato farming into a lucrative niche, delivering farmers profit margins 300%-400% higher than those of traditional varieties. As Vietnamese distributors increase imports, this case study demonstrates how specialty crops can flourish despite premium pricing when driven by consumer curiosity. Forty percent of repeat purchases are attributed to the unique characteristics of the product.
Industry experts suggest that achieving and maintaining sustainable success will depend on consistently delivering high-quality products and expanding supply chains by 20% annually to prevent price volatility. The durian sweet potato’s journey from Chinese fields to Vietnamese markets highlights the potential of niche agricultural products to influence regional food trends and supply dynamics. Projections indicate a 30% increase in market share in Vietnam by 2026.
