Malaysia is expanding durian cultivation as demand from China increases. Once grown mainly in family orchards and small farms, durian is now attracting investment from large corporations, including property groups and palm oil companies. Chinese consumers pay high prices for Malaysia's Musang King variety, valued for its texture and bitter-sweet taste. Some palm oil estates are being converted to durian, which is seen as more profitable. Environmental group Peka Malaysia warned, "In a matter of time, the durian boom will run the way of palm oil."