The Root of Our Culture: The Gold Standard Since 1969

The start of the legacy

The long history of Durian Culture is one of the factors that bear fruit to Singapore’s love for the King of Durians. It started with a humble beginning in Taiping, Perak, in 1967. Mr Lim Chin Yong started selling durians under his father’s business and guidance for two years. This experience sparked his ambition to improve his career, and thus, he moved to Batu Pahat in 1973 and became a taxi driver.

He started his durian business in 1978, delivering 300g of freshly harvested durians to Singapore with his taxi car to several districts: Bugis, Telok Belangah, Clementi, Jurong, and Upper Serangoon. 

As more Singaporean customers are satisfied with his fresh durians, this increases the demand for the business. In 1983, he registered his company under Yong Trading, allowing him to purchase lorries to meet the demand. By 1994, as a company director, he delegated all his drivers and focus to expand the business.

From Geylang to Islandwide Supermarkets

In 1995, Mr. Lim established his first retail presence under Chin Yong Fruits Trading in Upper Serangoon and moved the flagship operation to 77 Sims Avenue in 1999, becoming the very first durian stall in Geylang. 

The year 2000 brought a monumental shift. NTUC FairPrice recognized Mr. Lim’s thriving durian business and invited him to supply for their Bedok North outlet, making it FairPrice’s first durian outlet. Subsequently, it grew to 15 outlets across the island.

Achievements given by the country

Throughout the years, he received several praises and achievements. His business is crowned as the “Durian King” by MediaCorp, and Mr. Lim himself received the prestigious ASEAN Outstanding Entrepreneur Recognition Award 2025 in Batu Pahat. Today, in his early 70s, Mr. Lim has maintained his legacy in the durian market.

The Next Generation

In 2010, Mr. Lim’s daughters, Zeslyn Lim and Samantha Lim, helped to support the Singapore business while he directed the business in Malaysia. Thus, Chin Yong Fruits Trading rebranded as Durian Culture (SG) Pte Ltd in 2015, aiming to elevate the durian experience through retail and wholesale businesses. 

Durian Culture then relocated to a spacious food distribution and processing facility in Mandai to emphasize their durian distribution to FairPrice and doorstep deliveries. To maintain the business’s legacy, they ensure that the durians delivered to their customers are of the standard of delicious durians.