Showcasing Thailand’s distinctive coffee brands and fostering business connections between Thai producers and Japanese market players.
Connecting Thailand and Japan Through Coffee
Thailand’s coffee industry is gaining attention for its improving quality, distinctive regional characteristics, and growing specialty coffee brands. With increasing emphasis on quality, product development, and producer-driven branding, Thai coffee offers new opportunities for international market engagement.
For Thai producers and small and medium-sized enterprises, these developments create opportunities to strengthen product value and explore the Japanese market. For Japanese importers, roasters, retailers, and food and beverage businesses, Thai coffee represents an opportunity to discover distinctive products, diversify sourcing, and establish new business relationships.
Promoting Market Awareness and Business Exchange
The ASEAN-Japan Centre (AJC), in collaboration with the Department of International Trade Promotion (DITP), Office of Commercial Affairs, Royal Thai Embassy in Tokyo, jointly organized “THAI Coffee Session: Connecting Thailand and Japan Through Coffee” on 16 October 2026 at Daikanyama Tsutaya Books in Tokyo.
The event brought together 90 participants from Japanese business community to explore Thailand’s specialty coffee industry, emerging brands, and potential opportunities in the Japanese market.
The talk session featured Mr. Lee Ayu Chuepa, founder of AKHA AMA COFFEE; Ms. Natsusa Yamashita, representative of AKHA AMA COFFEE JAPAN; and Ms. Aya Fujimori, owner of Coffee Session. Moderated by editor and writer Mr. Taku Takemura, the discussion explored the development of Thai coffee, quality improvement, connections between producers and consumers, and approaches to brand building and market expansion.
Participants also experienced Thai coffee through tasting activities and a product showcase featuring five brands: AKHA AMA COFFEE, SAUCE COFFEE, CASA LAPIN, DoiTung Coffee, and Phupanna Coffee.
By combining industry perspectives, product presentations, and direct engagement, the session offered participants an opportunity to better understand the diversity and commercial potential of Thai coffee.
Turning Interest into Business Opportunities
The post-event survey indicated encouraging interest in Thai coffee and potential business engagement.
Among survey respondents, 83.3% reported increased interest in Thai coffee following the event. Participants also expressed interest in cooperation with Thai companies, coffee imports, product development, and other forms of business engagement.
Importantly, the event also generated concrete follow-up activities. These included product-sourcing enquiries, a quotation provided by a Thai coffee supplier to a prospective Japanese buyer, and an introduction to a Japan-based importer and distributor.
While these developments do not yet represent completed commercial transactions, they demonstrate how product-promotion activities can help identify business demand and facilitate connections between Thai suppliers and Japanese market participants.
Strengthening Practical Market Connections
The event highlighted both the growing appeal of Thai specialty coffee and the importance of practical market information for business development.
Beyond introducing products and producer stories, Japanese businesses benefit from information on production capacity, export availability, product specifications, sourcing arrangements, and distribution channels when assessing potential commercial partnerships.
For Thai producers, understanding the requirements and expectations of Japanese buyers is equally important for developing sustainable market-entry opportunities.
Building on the insights and connections generated through the session, AJC will continue exploring opportunities to facilitate information exchange and practical business engagement, in cooperation with DITP and other relevant stakeholders, according to demonstrated market interest and mutual business needs.
Explore Business Opportunities with AJC
Japanese importers, roasters, retailers, distributors, food and beverage businesses, and other organizations interested in Thai coffee sourcing, product development, or cooperation with Thai producers are encouraged to contact AJC.
Thai coffee producers and related stakeholders seeking to better understand business opportunities in Japan are also welcome to engage with AJC.
Depending on the nature of the enquiry and the interests of relevant stakeholders, AJC may explore opportunities for information sharing and connections with appropriate organizations.
Contact: ASEAN-Japan Centre, ASEAN 6 Team
Email: info_asean6@asean.or.jp
