The king of fruits is now fueling a tourism boom in Malaysia, with durian-themed packages and farm tours drawing in thousands of visitors. But behind the hype of all-you-can-eat buffets, what are the real opportunities and challenges for the businesses on the ground?

Eugene Ng, a durian entrepreneur and founder of Durian Pintar Malaysia, joins us to discuss the thorny business behind the trend. He shares his dual perspective as both a farm owner and a direct-to-consumer seller, his model for giving farmers a fairer profit share, and his insights on the bigger threats facing the industry, from market saturation to climate change.

We discuss:

• The rise of "durian tourism" and its real impact on farmers.

• The direct-to-consumer model designed to bypass the middlemen.

• The "Musang King" debate: Is there an oversupply or are locals being priced out?

• Why market saturation may be a bigger threat than climate change.

• The strategic vision for using durian as a tool in trade and diplomacy.

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