DAVAO CITY – The 11th Durian Festival with the theme “A Festival Rooted in Culture and Abundance” kicked off at SM Lanang here on Tuesday, Aug. 12, with government officials, industry leaders, and international partners in attendance.

Emmanuel Belviz, president of the Durian Industry Association of Davao City, said the event highlighted the economic potential and cultural significance of durian in the Davao region.

“This year’s theme perfectly captures the spirit of Davao and the bounty that surrounds us,” Belviz said in his opening remarks. “The success of our durian industry is a testament to the hard work of all farmers and the strong partnerships the industry has built.”

Beviz thanked government partners and international allies, particularly China, which now accounts for 99.7 percent of the region’s durian exports. China’s love for the ‘’King of Fruits’’ boosted opportunities and provided farmers with sustainable livelihood.

Consul General Zhao Xiuzhen of the Consulate General of China here  underscored durian’s growing popularity in China, where it has transformed from an exotic luxury to a sought-after delicacy, particularly among younger consumers.

Xiuzhen said the 2023 approval of Philippine durian exports to China is a “win-win partnership” that benefits Davao farmers and Chinese consumers.

Xiuzhen said the durian has gradually become known, accepted, and even loved by Chinese consumers.

She said market research showed durian’s popularity extending beyond megacities like Beijing and Shanghai and even rural towns via e-commerce platforms. In 2023, the first batch of Philippine durian was approved for export to China.

“China is the Philippines’ top trading partner, largest import source, and the third largest export destination in our bilateral economic and trade cooperation. Agricultural collaboration is the most vital aspect of our bilateral economic cooperation,” Xiuzhen said.

Xiuzhen said that the Davao region is the main production area of durian, and exporting durian to China will bring tangible benefits to local farmers while unlocking greater potential for the durian industry, as Chinese consumers can enjoy the delicious taste of Davao durian.

Department of Trade and Industry-11 Regional Director Romeo Castañeda reaffirmed the agency’s support for durian producers through programs such as the One Town, One Product (OTOP) initiative, Shared Service Facilities, and the Kapatid Mentor Me Program.

DTI aims to elevate the durian chain by providing product development and innovation support, branding, packaging, labeling assistance, access to financing and investment facilitation, technology upgrading and capacity building, and market promotion and trade facilitation.

“We are lucky to be supported by China. The festival is the key to realizing the durian industry’s full potential. Together, we can build a robust, globally competitive durian sector that uplifts livelihoods and showcases the best of Davao to the world,” Castañeda said.

Department of Agriculture-Davao Regional Field Office Executive Director Macario Gonzaga lauded the festival as a key venue for promoting durian and linking farmers directly with buyers through trade fairs, contests, and business events.

“We extend our full support to the Durian Festival, an annual celebration that continues to elevate the durian industry and honor the hard work of our local farmers and producers,” Gonzaga said, adding that the festival has become a hallmark event for the fruit industry in Mindanao.

Gonzaga noted the growing interest in Philippine durian beyond Asia, including the United States. He revealed that frozen durians are already on display in malls in Houston, a sign of hope for Davao’s durians to be available in markets worldwide.

“This event is a stepping stone for expanding our reach in international markets by strengthening quality standards, supply chains, and marketing strategies. We position Davao Durian as a premium product on a global stage,” Gonzaga said.

SM Lanang Assistant Mall Manager Precisou Ann Legario said that the Durian Festival has become integral to the Kadayawan celebration. “It just wouldn’t feel like Kadayawan without it,” she said, acknowledging the invaluable role of the farmers who work to bring world-class fruits.

Department of Tourism-11 Director Tanya Rabat-Tan, in a message read by her representative Vanessa Marie Serrano, said that durian symbolizes Davaoeño identity and resilience.

Tan said the fruit’s unique characteristics, such as its spikes and intense aroma, parallel the Davaoeños’ ability to thrive despite challenges. She added that the festival honors the cultural significance of durian in shaping community pride and unity.

Representing acting Davao City Mayor Sebastian Duterte, City Agriculture office-in-charge Edgardo Haspe reaffirmed the city government’s support to local durian farmers through seedling distribution, fertilizer assistance, and technical aid.

Mayor Duterte said the durian industry is a vital source of income and employment for local farmers. He added that the Durian Festival aims to strengthen market linkages for durian products, promoting regional and international sales opportunities.

“We are optimistic that this significant gathering, as well as our celebration of the Kadayawan Festival, will continue solidifying our durian industry by showcasing the marketability of our homegrown products here and abroad,” Mayor Duterte said.

The 11th Durian Festival runs alongside the Kadayawan, offering visitors the chance to enjoy fresh harvests, join activities, and taste one of Davao’s most prized agricultural treasures. The festival showcasing fresh durian and other fruits will run until Sept. 14.