- Cold coffee is the top pick for locals and tourists in Thailand
- Gen Z leads the trend: Over 60% prefer their coffee cold
- Speed and convenience fuel the wider popularity of RTD across Southeast Asia
IN Thailand, where midday temperatures regularly exceed 30°C, cold coffee has become more than a beverage option – it’s a cultural staple across the country.
Walk into nearly any Thai café, and you’ll notice customers drinking iced Americanos, cold brews, and iced lattes.
“It’s largely due to the weather here,” says Fuadi Pitsuwan, co-founder of Beanspire Coffee and Vice-President of the Specialty Coffee Association in Thailand. “We jokingly say Thailand has three seasons: hot, hotter, and hottest. Cold drinks cool us down on hot days.”
“Before the rise of specialty coffee, two main types of cold coffee were popular: olieng (black coffee) and ka-fae boran (coffee with condensed milk), often served over ice. Similar drinks can be found under different names in Vietnam, Singapore, and Malaysia.”
Meanwhile, speed and convenience are increasingly becoming high priorities for busy Thai consumers who are always on the move and short on time to prepare food or beverages – spurring the popularity of cold coffee options.
According to market research 44% of Thai consumers will drink ready-to-drink coffee products because of convenience. This explains 7-Eleven’s immense popularity and exploding growth in Thailand, and justifies Nescafe’s launch of its cold brew coffee bottles in the country in January 2020.
At the time of the launch, Sriprapha Chingprasertsuk, senior marketing manager at Nestle (Thai) Ltd highlighted that “the premium ready-to-drink coffee segment is growing rapidly because of the preferences of the new generation of coffee drinkers.”
Young Thais have popularised iced coffee at a national level. A 2022 Mintel study found that more than three in five Gen Z consumers ordered cold coffee compared to only one-third who ordered hot.
Social media has amplified this, as images of elaborate iced coffees, decked with frothy toppings or colourful layers, dominate Instagram feeds.
The appeal of cold coffee in Thailand makes sense on multiple levels: it offers a caffeine fix, fits seamlessly into its on-the-go lifestyle, and taps into the globalised “third wave” coffee movement.
Thailand’s rise as a regional coffee innovator has brought sophisticated brewing techniques like pour-over and nitro cold brew into local cafes, with iced Americanos and traditional regional cold coffee options remaining the country’s most popular coffee choices.
Cultural shifts in Thai coffee culture
Cold coffee’s grip on Thailand’s market reflects a broader cultural shift. Although coffee has been enjoyed in Thailand for decades, it was traditionally served hot and sweetened, often mixed with condensed milk or sugar.
The shift to cold coffee began in earnest in the early 2000s, with the entrance of Western coffee giants like Starbucks, which brought iced lattes and frappuccinos into mainstream Thai coffee culture.
Thailand’s warm climate meant that these cold options found instant success, particularly among young urban professionals in Bangkok.
“The cultural foundation for cold coffee drinks meant that the arrival of second-wave cafes led to an integration of this preference into the coffee scene, rather than replacing it entirely with hot beverages,” says Fuadi. “This period also saw the emergence of what’s known as ‘Es-Yen,’ a dark-roast espresso-based drink with condensed milk and ice.”
“The advent of specialty coffee in the late 2000s, with returning students from the US and Australia, built on the existing preference for iced coffee. While the quality of coffee increased, serving espresso with condensed milk remains commonplace and is a lasting part of the specialty scene here.”
The arrival of the “third wave” coffee movement – which emphasises quality beans, artisanal preparation methods, and ethically sourced coffee – further cemented the trend. Specialty cafes have sprouted across Bangkok and Chiang Mai, offering meticulously brewed cold coffee options that attract local coffee consumers and tourists alike.
According to Fuadi, it was only in the last decade that appreciation for unflavoured iced americano and iced lattes grew, thanks to increasing awareness of flavours influenced by processing methods and coffee origins.
“This trend has since evolved uniquely within the Thai coffee scene, which now adds a distinctive flair to the specialty coffee movement,” he says.
“Known for their vibrant cuisine, Thai cafes have created inventive iced coffee variations, resembling coffee-based mocktails, often labelled as ‘signature drinks.’ Many advanced cafes source local ingredients for these unique recipes, which often change monthly to stand out from other specialty spots. Roots played a pioneering role in this movement, launching its monthly signature drink menu in February 2016.”
A growing preference for convenience has further fuelled the growth of cold coffee through the popularity of coffee shop chains and convenience stores.
Among Thai coffee consumers, the local chain Café Amazon ranks highest, favoured by 61% of coffee drinkers. Following closely is All Café, a coffee brand owned by 7-Eleven, with support from 44% of consumers. Starbucks is the third most popular, attracting 32% of the Thai coffee market.
A cold revolution is happening in Southeast Asia
The cold coffee trend in Thailand is part of a broader wave sweeping across Southeast Asia.
It mirrors the rapid growth of cold coffee in other Asian countries, particularly South Korea, where the iced Americano has become a national favourite – branded “South Korea’s unofficial national drink.” Despite the freezing winters in Seoul, South Koreans drink more iced Americanos than any other coffee beverage, a trend that has influenced the rest of Asia.
Southeast Asia’s young population, urbanisation, and rising disposable incomes make it fertile ground for the cold coffee segment to flourish. Demand for cold and iced coffee is on the rise in Asia Pacific, Middle East and Africa, driven by the younger generation of consumers.
As disposable income rises, demand for quality coffee grows, with Southeast Asians willing to pay more for ethically sourced beans and unique, artisanal beverages.
The expansion of chains like Starbucks, along with regional coffee brands, is facilitating access to cold coffee across cities and even smaller towns in Indonesia, Malaysia, Singapore, and Vietnam.
Global chains like Starbucks and Dunkin have a strong presence, but now regional brands are catching up, with China’s Luckin Coffee, Indonesia’s Kenangan Coffee and Fore Coffee, and Taiwanese specialty coffee chain Louisa Coffee setting up shop in Singapore, for example.
Beyond economic growth, cold coffee also benefits from a cultural shift towards “social” beverages. Iced and cold-brew coffees lend themselves to on-the-go lifestyles, and their aesthetic appeal has made them a favourite of Instagram culture.
This is particularly true for Southeast Asia’s Gen Z and millennials, who frequently post their coffee drinks on social media. And with regional producers exploring cold-brewing and other innovative methods, Southeast Asia may well become a global leader in the cold coffee segment.
In Thailand and beyond, the “cold coffee culture” looks like it’s staying put. For coffee brands in Southeast Asia, this trend represents a definite opportunity to cater to a market where iced coffee has rapidly evolved from a refreshing option to the reigning choice.
Coffee Intelligence
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