Foreign Roasters Seek Thai Specialty Coffee as Supply Trails Demand

Thai beans attract overseas buyers

Foreign café operators and roasters are offering more than prevailing market prices for coffee varieties grown in Thailand, including Java, Sirina and Geisha, as the country’s specialty-coffee industry gains international attention. Natthiti Ampaiwan, president of the Specialty Coffee Association of Thailand, told Prachachat Business that bean quality has risen with the arrival of a new generation of farmers bringing technical knowledge and strong interest in coffee production.

Production, however, has not kept pace with domestic demand. That shortage has made the beans scarce premium products and limits the volumes available to overseas buyers. Chinese roasters are among the groups showing particularly strong interest, according to Natthiti. Yet Thailand and China do not have the phytosanitary agreement required for lawful coffee exports, preventing transactions that he said could be worth tens of millions of baht.

A 60-65 billion baht domestic market

Thailand’s coffee market is valued at approximately 60-65 billion baht in 2026 and continues to expand despite contraction across much of the wider business environment, Prachachat Business reported. Average consumption has increased from 1.2 cups to 1.5-1.7 cups per person per day. Specialty coffee represents about 12-15% of the total market and is also growing, supported by investment from large Thai companies and international brands, including the US coffee chain Blue Bottle.

Consumer behavior is also changing. Economic pressure is encouraging a “small luxury” pattern in which customers may buy fewer cups but spend more on quality, atmosphere and the overall café experience. Specialty drinks priced in the hundreds of baht per cup benefit from this shift. Taste preferences are moving back toward cleaner coffee profiles after an earlier period of strong interest in fermented or flavored beans. Foreign visitors from China, the Middle East and Europe are also treating café hopping as part of a trip to Thailand, visiting established districts such as Sukhumvit, Thong Lor and Ekkamai as well as Song Wat and Banthat Thong.

Iced-coffee expertise adds another route abroad

Thailand’s international appeal extends beyond green and roasted beans. Prachachat Business said severe heat waves have helped iced coffee gain acceptance in Europe, drawing attention to Thailand’s decades of experience with cold drinks. Thai cafés offer distinctive combinations using fruit juices and flavored syrups, including orange and coconut, supported by a domestic ecosystem of ingredient and syrup suppliers. Overseas café operators are now visiting Thailand to study these methods or purchase recipes for use in their home markets.

Competition at home remains intense. Natthiti advised smaller cafés to build a clear identity, roast beans in-house or source directly rather than rely exclusively on large suppliers. These approaches can differentiate flavor while connecting customers with the farmers behind the beans. Thailand Coffee Fest 2026, scheduled for September 10-13 at IMPACT Exhibition Center, halls 5-8, will bring together the supply chain under the theme “Made by All of Us.” Its program includes free exhibition space for young farmers, the Thailand Coffee Championship, business matching and representatives from coffee shops in 10 countries. The commercial opportunity is clear, but expanding bean exports—especially to China—will require production growth and resolution of market-access rules.