Thailand's specialty coffee market (600–650 billion baht) is growing despite broader economic slowdown, driven by changing consumer behavior toward "small luxury" consumption, growing international demand for Thai coffee varieties (Java, Serena, Geisha), and Thailand's leading position in cold brew expertise. However, export barriers—particularly lack of phytosanitary agreements with China—are costing tens of millions in lost sales. Small operators must differentiate through direct bean sourcing and storytelling to compete with international chains now entering the market.