Bangkok – Qahwa World
Chief Executive of the Specialty Coffee Association, Yannis Apostolopoulos, told the Bangkok Post that the global coffee market is undergoing a structural transformation, as coffee-producing countries are no longer limited to exporting but are also emerging as major consumption markets, reshaping global demand dynamics.
He noted that this shift is clearly visible in countries such as Brazil, which combines its position as one of the world’s largest coffee producers with being one of the fastest-growing consumption markets. Brazil currently ranks just after the United States in coffee consumption, with expectations that it could eventually become the world’s largest coffee-consuming nation, significantly influencing global supply and demand balance.
Apostolopoulos also highlighted the rapid growth of Thailand’s coffee market, both in terms of consumption and service quality development. He pointed to the expansion of specialty coffee shops and rising consumer awareness, alongside the emergence of local producers delivering high-quality coffee with distinctive sensory profiles. He added that Thailand’s development trajectory resembles the earlier evolution of South Korea’s coffee culture.
Regarding the concept of specialty coffee, he explained that it involves transforming coffee from a traditional commodity into a value-based product that can be measured through precise criteria. These include origin, variety, processing method, and sensory characteristics, all of which enhance transparency and increase market value.
He further noted that the sector is supported by global training programmes reaching around 80,000 participants annually, covering brewing, roasting, and sensory skills, as well as specialised programmes in sustainability, equipment maintenance, and coffee shop management. New initiatives have also been launched to support the retail sector and entrepreneurs.
Commenting on rising global coffee prices, Apostolopoulos said the increase is driven by multiple factors, including climate change, production disruptions, and imbalances between supply and demand. He stressed that current prices more accurately reflect market realities compared to previous years, particularly as past prices had fallen below production costs before climate pressures, supply chain disruptions, and the Covid-19 pandemic significantly altered the market.
The remarks come as World of Coffee Bangkok 2026 is being held at BITEC, Halls 98–99, from Thursday to Saturday, bringing together global stakeholders from across the coffee industry in a professional platform aimed at strengthening trade, partnerships, and the development of the specialty coffee sector.
