Durian pizza is served at a Pizza Hut restaurant in China. Photo courtesy of Yum China
Yum China, a major fast food chain that owns the Pizza Hut brand in China, has reported sales of 30 million durian pizzas in the year to date, fueled by the growing durian craze among Chinese diners.
“One in every four pizzas sold at Pizza Hut China is now a durian pizza,” Joey Wat, CEO of Yum China, said as quoted by Business Insider.
She added that this unique item is now “No. 1 best-selling pizza”.
The fast-food chain introduced durian pizza eight years ago. According to its 2023 annual report, the dish has generated at least US$100 million in revenue since then.
China has become the world’s largest consumer and importer of durian. In 2023 alone, the country imported 1.4 million tons of the fruit valued at approximately $6.72 billion.
Known for its large size, potent aroma, and spiky rind, durian is widely considered the “king of fruits” in many Southeast Asian countries, such as Malaysia, Thailand and Vietnam. The fruit is used in various specialties, including durian cakes, puffs, ice cream, shaved ice, fritters, and tempoyak (fermented durian).
Capitalizing on China’s durian craze, some restaurants have in recent years introduced dishes incorporating durian.
A Chinese restaurant launched durian-flavored cakes in 2019, with annual sales surging from 800,000 yuan ($110,460) to over 10 million yuan, as reported by Shanghai Daily.
Several high-end restaurants in Guangxi Province have also successfully introduced durian and chicken soup hotpots, which have gained widespread popularity.
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