On 9 August 2025, the ASEAN-China Durian Festival themed “Durian Fest: Bridging with Taste” was successfully held by the ASEAN-China Centre (ACC). The ACC invited Embassies of ASEAN Member States (AMS) in China to showcase their durian and other food products to promote ASEAN agricultural products in Chinese market and enhance cultural exchanges between China and ASEAN.

The event drew more than 200 attendees, including Ambassadors to China from Brunei, Cambodia, Myanmar, the Philippines, Thailand and Vietnam, deputy chiefs of mission and diplomats from ASEAN Embassies, Chinese representatives from the Ministry of Foreign Affairs, Ministry of Commerce, Ministry of Agriculture and Rural Affairs, Ministry of Culture and Tourism, China Public Diplomacy Association, and China Education Association for International Exchange and 40 Chinese and ASEAN media outlets representatives. 

During his opening remarks, SG Shi Zhongjun highlighted that the agricultural cooperation has demonstrated mutually beneficial and complementary ASEAN-China relations, and the durian trade is a vivid reflection. The establishment of the ASEAN-China Free Trade Area, full implementation of the Regional Comprehensive Economic Partnership (RCEP), and the concluded negotiations for Version 3.0 of the ASEAN-China Free Trade Area have injected strong dynamics into the bilateral cooperation, and will encompass emerging fields such as the digital economy, green economy, and supply chain connectivity. Both sides are committed to achieving steady and long-term progress through sincere cooperation and shared vision, to build an even more fruitful and prosperous future for ASEAN-China relations.

Thai Ambassador Chatchai Viriyavejakul, on behalf of the AMS diplomatic missions in China, expressed sincere appreciation to the ACC for hosting the event and stated that China has become the largest and most important market for ASEAN agricultural products, and durian is on top of the list. Durian has become a fruit of friendship and its value-added products have shown the innovation and charm of ASEAN countries. ASEAN countries are committed to ensuring that their agricultural products meet high safety standards, great flavor, and are adapted to the unique tastes and preferences of the Chinese market. This festival will add another step towards the strong pillar of ASEAN-China relations, open new door of appreciation, spark curiosity, and bring the ASEAN-China relations even closer.

In order to comprehensively promote their durian and related cuisines, the embassies elaborately displayed the unique varieties and specialities of durians as well as their planting, harvesting and products processing. Guests were treated to a variety of meticulously prepared durian dishes, as well as other special tropical fruits and delicacies. The first batch of Cambodian durians arriving to China on the day were also unveiled at the event by the importer, Zhenzhou Agricultural Group.

During the festival, the unique aroma of durian filled the event site, with smiles and laughters. Ambassadors received interviews and each exhibition booth was full of people. ASEAN and Chinese guests immersed themselves in this cultural and culinary feast. The event was covered extensively by media, attracting a great deal of public attention.