Thailand has great potential to strengthen its position on the world coffee map. Experiments at various research stations in northern and southern Thailand have proven that various types of top-quality Arabica and Robusta beans can be successfully cultivated with proper care and management. In its 1993 report of the world coffee market, the Rabobank of the Netherlands, specialized in agricultural finance, writes: "Southeast Asia, and more specifically Vietnam and Thailand, have good opportunities as coffee producing countries because of the low production costs."

As trade barriers fall and the market threatens to be flooded with trendy imported coffee blends from other nations, Thai coffee faces new challenges: first, in terms of establishing awareness of its very existence and secondly, to create a good image of Thai coffee, locally as well as internationally.