The new emerging market for Malaysian fresh jackfruit: a case study in China

Roslina Ali, . and Siti Nurathirah Abu Hassan, . and Nor Hanis Aifaa Yusof, . and Cho, Joanna Lee Ying and Nik Rozana Nik Mohd Masdek, . and Suhana Safari, . (2024) The new emerging market for Malaysian fresh jackfruit: a case study in China. Economic and Technology Management Review, 23. pp. 26-46. ISSN 1823-8149

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Abstract

After 20 years of negotiation, Malaysia officially gained legitimate market access for fresh jackfruit to China when the Export Protocol of Phytosanitary Requirements was formally signed between the Malaysian government and the General Administration of Customs of the People’s Republic of China (GACC) on April 11th, 2023. China has been identified as a new emerging market while remaining the world’s largest jackfruit importer, albeit currently relying on the dominant supplier, Vietnam, which has now opened to Malaysia for exportation in fresh whole form. Subsequently, the first export trial was implemented in September 2023 involving Malaysian exporters and government representatives to evaluate the quality, shelf life and physiological aspects by applying fruit coating and to identify the market potential of the premium Malaysian fresh jackfruit variety, J33. This study delved into sensory evaluations and market observations to assess consumers’ and industry players’ acceptability of Malaysia’s fresh jackfruit in China. Quantitative and qualitative data were obtained involving 129 local consumers, 15 market platforms and four industry players, mainly fruit wholesalers and importers. Three samples of fresh jackfruit pulps were used for the sensory tests, including J33 with chlorine treatment, J33 using fruit coating, and Vietnamese jackfruit as a controlled sample. Structured questionnaires were applied as survey instruments. The analysis of variance was used to measure mean differences between the three samples. The results revealed that mean scores of Malaysian J33 are higher and had significant differences from the Vietnamese jackfruit for each attribute, demonstrating that J33 is more acceptable and thus showing positive signals to the Malaysian jackfruit industry. The industry evaluations suggested that Malaysian jackfruit can be classified as a premium segment due to the attributes’ strength and high acceptability level relative to the existing and dominant product, however, the market price remains an important indicator to competitively penetrate the jackfruit market in China.

Item Type:	Article
Creators:	Roslina Ali, . and Siti Nurathirah Abu Hassan, . and Nor Hanis Aifaa Yusof, . and Cho, Joanna Lee Ying and Nik Rozana Nik Mohd Masdek, . and Suhana Safari, .
Title:	The new emerging market for Malaysian fresh jackfruit: a case study in China
Date:	2024
Location:	Economic and Technology Management Review website
Publication:	Malaysian Agricultural Research and Development Institute
Volume:	23
Physical Description:	18p.
Agency Name:	Universiti Putra Malaysia (UPM)
Date Deposited:	02 Oct 2025 02:46
Last Modified:	02 Oct 2025 02:46
URI:	http://myagric.upm.edu.my/id/eprint/23683

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