The tropical fruit durian in Southeast and East Asia has witnessed a surge in popularity in the past two decades to assume the rank of a fetishized commodity. This research investigates the construction of the multidimensional concept of terroir as applied to the durian economy of Penang, Malaysia based on personal interviews with orchard owners and state government officials to strategically embed the local in the global through the promotion of agritourism. While environmental terroir is a contingent dimension, the construction of a place bound cultural terror is anchored in a strong cultivation tradition, cultivar diversity, and a historical sense of community. This research deepens the cultural terroir dimension in two ways. First, it injects the otherwise aspatial concept of refinement to the cultural terroir narratives of orchard owners allowing the on‐farm tourist consumption experience to be more geographically rooted. Second, it conceptually links cultural terroir to the marketing terroir instrument of the Balik Pulau geographical indication; while functioning as a governance tool to prevent fraud and to construct a place bound product valorization and differentiation within an expanding and larger scale durian economy, it also indirectly assists in preserving agro‐diversity and local identity.

中文翻译：

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在马来西亚槟城建造榴莲风土和地理标志

在过去的二十年中，东南亚和东亚的热带水果榴莲的受欢迎程度激增，成为了恋物癖商品的榜首。这项研究基于对果园所有者和州政府官员的个人访谈，探讨了在马来西亚槟城榴莲经济中应用的风土多维概念的构建，以通过促进农业旅游在战略上将当地纳入全球。尽管环境风土是一个偶然的维度，但在文化恐怖笼罩的地方建设却以强大的耕作传统，品种多样性和历史感为基础。这项研究从两个方面加深了文化风土层面。第一，它为果园所有者的文化风情叙述注入了其他非传统的精致概念，从而使农场游客的消费体验更加植根于地域。其次，它从概念上将文化风土与巴厘克劳地理标志的市场风土工具联系起来；虽然它起着治理工具的作用，可以防止欺诈行为，并在不断扩大的规模较大的榴莲经济中构建有约束力的产品价格平衡和差异化，但它也间接地有助于维护农业多样性和当地特色。