Thailand's golden banana market is experiencing strong demand driven by El Niño effects and competition from modern retailers (7-Eleven, convenience stores) seeking supply. Farm-gate prices have surged to 22–30 baht/kg, with promising export demand from China and Japan. However, rising production costs—energy up 30%, plastic wrapping up 25%—are offsetting farmer margins. YSF Phatthalung cooperative is expanding cultivation and aims to fill a supply gap of ~500,000 bananas/day across Thailand's retail network.