Kamarul Zaman Kamal’s love for durians started when he was a teenager – today, he pours that love into his business, Pak Ali Durian.
He sells a variety of durians sourced from Pahang and Johor: Red Prawn, Musang King, D101, D24 and more. Yet, Kamarul faced the thornier side of the trade, particularly when the pandemic hit.
At the time, he was operating a roadside stall in Kampung Pandan here, when the sudden lockdown brought sales to a screeching halt.
To keep his business afloat, he pivoted online, selling durians on social media instead. He renamed the business, “Pak Ali Durian” as it was easy to pronounce and tinged with nostalgia, he said.
Going digital turned out to be the right move. “People craved durians but couldn’t leave their homes. So, the demand was there, and it kept increasing,” the 41-year-old said of the days during the pandemic.
Kamarul’s big break came when he started selling durian on TikTok Shop. By hosting regular TikTok Live sessions, he was able to build a greater rapport with his customers – and his number of followers grew.
During these sessions, viewers could ask questions, and he could answer immediately. He even opened durians on camera to reveal the flesh inside, and described the distinct flavours of each variety.
In a way, it was a digital extension of the personal touch he once enjoyed with his customers at his roadside stall – only now, he was connecting with a far larger crowd.
Determined to improve, Kamarul enrolled in a course to sharpen his on-camera skills – from projecting the right tone of voice to using the right terminology when talking to his audience.
Today, he has become well-versed with the “shoppertainment” model which combines shopping with entertainment to create a more engaging and enjoyable experience with customers.
“I host giveaways and play games and riddles with viewers. One of my usual games is to ask them to guess the weight of a durian,” he said.
Over time, requests began pouring in for a physical space. So, in May this year, he opened “Pak Ali Durian Bungalow” in Kampung Datuk Keramat here. Now, customers can sit back and savour the durians in comfort or buy some to enjoy at home.
The space, which can accommodate up to 150 people, has indoor and outdoor seating. For those who prefer the open air, camping chairs are available so they can enjoy the fruit beneath the stars.
Besides the fruit itself, cendol durian is also sold here. Kamarul is planning to introduce other desserts too such as durian ice cream, waffles and bingsu, a Korean shaved ice dessert.
Kamarul said some of his customers come from as far as Germany, China and Japan. “Malaysian durians have a very good reputation, and people are always full of praise for them,” he shared.
Additionally, he also caters for corporate clients, hosting them at the bungalow or delivering the durians to their offices or other chosen venues.
Indeed, although the pandemic brought unexpected challenges, it also pushed Kamarul to reinvent his business model and today, he has found sweet success through a hybrid approach of online and offline sales channels.
Kamarul has certainly weathered the thorny side of the durian trade, and his hard work is paying off in delicious ways.
Pak Ali Durian Bungalow (Closed until October)
30, Jalan Mesra,
Kampung Datuk Keramat,
55000 Kuala Lumpur
For location, click here. Prefer not to drive? The Dato’ Keramat LRT station is only about a four-minute walk away.
Business hours: 11am-11pm daily
Follow Pak Ali Durian and place your orders via TikTok Shop or by sending a WhatsApp message to 019-333 8327. Delivery is available within the Klang Valley only.