Thailand's specialty coffee market is transitioning from competing on volume to quality and value, with prices climbing from 1,000 baht/kg a decade ago to recent highs of 33,000 baht/kg. The 11th Thailand Coffee Fest (Sept 10–13, 2026, Bangkok) aims to position Thailand as a global coffee destination by connecting farmers, processors, roasters, and consumers across the value chain. While the Thai beverage market is forecast to grow to 66,000–67,000 million baht in 2026, the constraint is supply: only ~4,000 tonnes of specialty arabica from 15,000 tonnes annual production. Growth strategy must focus on quality and margin per kg rather than volume, supported by farmer education and international promotion.