Vietnam is on the verge of finalizing a protocol to officially export frozen durian to China, a market worth approximately US$1 billion annually. Capturing 30% of this market could generate US$300-500 million for Vietnam, accounting for about 10% of its total durian exports this year. With a year-round harvest and strong domestic and export markets, Vietnam is well-positioned, though maintaining production and quality is essential. Durian's profitability has led many farmers to switch from other crops like coffee and pepper, impacting their yields and prices.