In developing countries such as China, the USA, Australia, and Hong Kong, Sabah possesses great potential to become a hub for the exportation of and the rise of Musang King Durian.

Minister of Agriculture and Food Industry Datuk Junz Wong claimed that the state has large hilly lands that are fertile and suitable for fruit production, and that Sabah can be the biggest producers of the King of Fruit.

He said that such immense potential must be utilized to increase economic revenue through Musang King's export.

"In addition to other commodities such as oil palm, rubber, cocoa, and pineapple, among others, which are planted in Sabah and exported to other countries such as China, Hong Kong, and Singapore, Musang King is also in high demand in Brunei Darussalam, Australia and some places in America which have China towns such as California and San Francisco.

"The price of the fruit has risen since 2014 due to the high demand for the Musang King globally. For example, Musang King's selling price in Malaysia has risen more than 200 percent since 2014 but the price is even higher when it is marketed and exported to China.

"Therefore, Musang King is now among Sabah's tourism attractions. Indeed, there is no denying that many tourists from China, in particular, who come to Sabah, are searching for Musang King Durian and buying large quantities of Musang King food," he said.

 Junz said this at the launch of the new KK Times Square office at Neways Century (M) Sdn Bhd and its open day on Riverson Grand Plaza, on Sunday.

Within 10 years, the KL-based company intends to establish Sabah as one of Malaysia's biggest Durian producers by opening a Musang King Durian cultivation plantation and providing people with the opportunity to invest in Musang King trees for long-term investment.

In fact, Junz said the demand for Musang King within the country and outside is expected to continue rising.

He said it was found that Musang King Durian cultivation and selling have enormous potential to generate lucrative profits.

Agriculture and Food Industry Assistant Minister Dr Daud Yusof delivered Junz’s speech text in the event.