7 Strategic Roles of MIDIDA

7 Strategic Roles of MIDIDA
(Malaysia International Durian Industry Development Association)

1. Strengthening International Market Access
   
   

   Enhancing global market access, especially China, through trade networks, export promotion, and public-private partnerships.
2. Malaysia–China Durian Festival
   
   

   Organizing a flagship festival to promote trade, culture, and bilateral relations while boosting demand in China.
3. Digitalization & Douyin National Pavilion
   
   

   Developing Malaysia Durian Pavilion on Douyin for livestream sales, GI branding, and direct farmer/exporter participation.
4. Geographical Indication (GI) Development
   
   

   Expanding GI recognition (e.g., Musang King, Black Thorn) to protect product origin, quality, and premium value.
5. National Traceability System
   
   

   Establishing end-to-end traceability from farm to export markets to ensure food safety, transparency, and global trust.
6. National Fruit Identity
   
   

   Positioning durian as Malaysia’s national fruit to strengthen global branding and industry leadership.
7. Malaysia Durian Day (8 August)
   
   

   Promoting an annual national and international celebration to drive tourism, trade, and industry engagement.