Durian musicals to a theme park: How this company is innovating with the world’s most divisive fruit

Bordeaux’s tourists flock to its vineyards to taste flights of the region’s renowned red wines.

On the other side of the world, entrepreneur Adrian Choy hopes that visitors to Malaysia will soon view sampling the world’s most divisive fruit as a similar must-do cultural experience.

At DurianBB Park in Kuala Lumpur, people taste platters of varieties of the spiky, football-sized fruit – from the saccharine sweet Musang King to the custardy Black Thorn – grown at the company’s farms. They wear plastic gloves to protect their hands from the odor, which has been likened to “stale vomit.” Meanwhile, fans have compared its flavor to caramel and even cheesecake .

“That distinct taste, you really love it or hate it,” Choy, whose official title is the “Chief Dreamer” of DurianBB, told CNN