The Alibaba Group, a Chinese multinational conglomerate specializing in e-commerce and retail, has announced that Malaysias popular Musang King Durian will be officially imported into China through its comprehensive online and offline channels. The shipment will be in frozen whole fruit form for the first time for Chinese customers. Previously, only the pulp, paste and processed Musang King Durian could be imported into China due to quarantine restrictions.

The breakthrough of Musang King Durian’s import into China came just in time for this year’s Mid-year Shopping Festival, which seeks to empower brands and merchants to tap into China’s less-developed regions with 1.5 million new products and multiple promotional initiatives.

This year’s festival aims to engage customers in emerging cities, counties and villages across China.

The move was made possible following the recent announcement by China’s customs authorities  green-light the imports of Malaysian durians in frozen whole fruit form into the country. It also marks the continuing effort by the technology firm to help promote Malaysia’s agricultural products and empower the local SMEs via the first overseas Electronic World Trade Platform (eWTP) hub established in Malaysia in 2017.