Durio zibethinus Murr., commonly known as durian or the “King of Fruits,” is prized for its strong aroma, spiny rind, and unique flavor. With global demand rising, it has become a key export, especially for Thailand, which led the market in 2024 with US$4.4 billion in revenue. However, breeding efforts are hindered by limited genetic diversity research, long generation times, and environmental sensitivity. These challenges are compounded by weak enforcement of intellectual property protections under Thailand’s Plant Variety Protection Act (PVP), which limits incentives for breeders. To address this, Thailand has turned to Geographical Indications (GIs) to protect and promote region-specific varieties. By 2024, 17 GI designations were granted across 16 provinces, including the notable Monthong durian from Pakchong in Nakhon Ratchasima. Although classified under the Monthong group, genetic similarity was observed, while notable phenotypic variation exists among varieties. These differences may be attributed to specific agronomic or genetic traits, warranting investigation into the cultivation characteristics that influence consumer-related qualities and preferences. Strengthening supply chain standards through good agricultural practices, GIs, genetic profiling, and international certification, combined with the adoption of modern molecular breeding tools including marker-assisted selection, genomic selection, and CRISPR/Cas9, would support sustainable innovation, improved farmer revenues, and long-term global competitiveness in the durian industry across Southeast Asia.

Durio zibethinus Murr., commonly known as durian or the "King of Fruits," is prized for its strong aroma, spiny rind, and unique flavor. With global demand rising, it has become a key export, especially for Thailand, which led the market in 2024 with US$4.4 billion in revenue. However, breeding efforts are hindered by limited genetic diversity research, long generation times, and environmental sensitivity. These challenges are compounded by weak enforcement of intellectual property protections under Thailand’s Plant Variety Protection Act (PVP), which limits incentives for breeders. To address this, Thailand has turned to Geographical Indications (GIs) to protect and promote region-specific varieties. By 2024, 17 GI designations were granted across 16 provinces, including the notable Monthong durian from Pakchong in Nakhon Ratchasima. Although classified under the Monthong group, genetic similarity was observed, while notable phenotypic variation exists among varieties. These differences may be attributed to specific agronomic or genetic traits, warranting investigation into the cultivation characteristics that influence consumer-related qualities and preferences. Strengthening supply chain standards through good agricultural practices, GIs, genetic profiling, and international certification would support sustainable economic growth, improved farmer revenues, and long-term global competitiveness in the durian industry.