Tien Giang province in Vietnam has experienced a boost in durian fruit output and pricing since starting exports to China, with record prices leading to widespread cultivation of the fruit, even in areas not planned for it. The Mon Thong durian variety is selling for nearly 100,000 VND/kg, and other varieties for about 80,000 VND/kg, resulting in potential annual revenues of nearly 1 billion VND/year per hectare. However, the rapid expansion has led to concerns about quality and environmental impact, with some areas planted outside the planning area suffering damage during floods. The agricultural sector of Tien Giang province is advising farmers to plant durian only in specific areas and to avoid planting until they have the necessary techniques to ensure quality.