Founder of Dking, Leron Yee, Started his durian adventure in 2009 with a tight budget and a bold vision. Together with his partner, he launched Dking from a bustling night market, SS2 in Petaling Jaya.
Armed with little more than grit and a big dream, they set out to turn Malaysia’s beloved king of fruits – the Durian – into a brand that captured hearts both in Malaysia and internationally.
A Humble Beginning: Armed With A Bold Idea, But Limited Financial Muscle
Leron’s foray into the durian business wasn’t very meticulously planned. He sought to start a venture with minimal capital and identified a “pasar malam” (night market) as the ideal platform to launch.
Surrounded by the usual fried street food favourites like banana fritters and crispy seafood, Leron Yee believed there was a gap in the market – no one was serving up fried durian treats. Most hawkers stuck to selling plain durian, leaving room for his creative, durian-inspired delights.
As a nod to the durian’s esteemed title as the “King of Fruits”, Dking seemed a logical choice to name his business. Leroy initially considered “Durialicious Durian,” but quickly realised it would be a mouthful for potential customers. He went for simplicity, and revised the brand name to “Dking” – which could easily be identified by locals and tourists.
Starting with just RM10k, Leron faced the typical financial challenges of a budding entrepreneur. He relied on personal savings, support from friends and family, and small investments to keep the business afloat.
As Dking’s popularity grew, so did the need for capital. Building strong relationships with banks became crucial, allowing for the necessary cash flow to sustain and expand operations.
Expanding Horizons: From Local To International; From Simple To Innovative
Dking’s success at night markets was just its beginning. Recognising the potential of Malaysia’s premium Musang King Durian, Leron set his sights on international markets.
In 2019, when China opened its doors to frozen Malaysian durians, Dking seized the opportunity. Implementing advanced freezing techniques, they preserved the fruit’s rich flavour and texture, meeting export standards and delighting durian enthusiasts abroad.
Innovating beyond fresh and fried durian, Dking expanded its products with creative treats like durian mochi, ice cream, pastries, and even durian pizza, making the fruit more approachable for those wary of its strong aroma.
While gaining international recognition, Dking stayed true to its roots by engaging with the local community through social media, hosting events, and collaborating with other businesses. This community-focused approach not only built a loyal customer base at home but also boosted the brand’s authenticity on the global stage.
Rising To The Pinnacle Of Durian Treats
One unforgettable milestone in Dking’s journey came in 2013 when Leron Yee received a prestigious invitation to serve durian to Chinese President Xi Jinping during his visit to Malaysia. It wasn’t just a proud moment for Leron, it was a testament to how far Dking had come from its humble beginnings in night markets.
This rare honour placed Dking on an international pedestal, showcasing the brand’s dedication to quality and innovation. More than just a business achievement, it symbolised how durian, Malaysia’s iconic fruit, could serve as a bridge between cultures, fostering connections through a shared appreciation for unique flavours.
Today, Dking stands as more than just a brand, it’s a symbol of entrepreneurial grit, creative innovation, and genuine community connection. What began as a humble venture in the vibrant hawker stalls has now made its mark on international markets.
Leron Yee’s journey with Dking is a true testament to how passion, perseverance, and a love for Malaysia’s iconic durian can transform a local delicacy into a global sensation, winning hearts and taste buds around the world.
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