Thailand is emerging as Asia’s leading ice cream exporter by effectively leveraging its network of 14 FTAs with 18 partners, strong cold chain and cross-border logistics infrastructure, and a strategy of “premiumisation through agricultural storytelling” to create identity and higher value. From 2020–2024, Thai ice cream exports grew by more than 10% annually, with 87% going to FTA markets at zero tariffs, demonstrating that FTAs are not only about preferential tariff but also an effective market access tool.

Thailand has emerged as Asia’s leading ice cream exporter and ranks fourth globally, amid a region-wide premiumisation trend in food consumption. Recent trade data shows that between 2020 and 2024, Thailand’s ice cream exports averaged USD 106 million per year, growing by more than 10% annually. In the first two months of 2025 alone, exports reached USD 22 million, reflecting strong regional consumer demand.

FTAs as a strategic pillar

Thailand currently has 14 Free Trade Agreements (FTAs) with 18 partners. Seventeen of these partners have eliminated import tariffs on Thai ice cream. As a result, 87% of Thailand’s ice cream exports enter FTA markets with zero tariffs.

A key feature of Thailand’s approach is the systematic use of FTAs to sequence market entry. Thai firms tend to enter FTA markets first, lock in scale and brand recognition, and subsequently expand to non-FTA markets.

“For new exporters, we always choose FTA markets first, and we count on the agreement to open doors,” said Danupon Umnouypreechakul, founder of Lamoon Group – a boutique “Made in Thailand” brand.

Production hub, cold chain capacity and logistics advantage

Beyond trade policy, Thailand has built real competitive advantages in cold chain infrastructure and cross-border logistics. Major regional players, including China’s Yili Group, have established production bases in Thailand to serve ASEAN and other FTA markets.
This has created an efficient ecosystem of scale capacity – competitive costs – fast delivery – stable temperature control.

“Premiumisation through storytelling”

While large producers compete mainly on scale, Thai SMEs are differentiating through “premium storytelling” – each flavour is anchored to a specific region, crop and farmer, such as Marian plum, coconut milk or butterfly pea.According to Lamoon Group, the “story” is a core driver of willingness-to-pay. This is seen as a long-term competitive edge to avoid price-based competition.

Conducive external market context

The broader regional context has also strongly favoured this strategy. Asia now accounts for around 37% of the global ice cream market and is expected to exceed USD 56 billion within five years, driven by a fast-growing middle class and rising discretionary spending on “indulgence”. Consumer preferences are shifting toward premium, low-fat, low-sugar, vegan and non-dairy options, and “fusion” flavours that combine Western formats with local Asian ingredients. Thai firms moved early into these segments and are well-positioned to supply competitively thanks to their domestic ingredient base and cold chain capacity.

Overall assessment

Thailand’s success in exporting ice cream is the result of a three-layer model:

Thailand provides a notable case study of how to combine trade policy with product strategy to turn a fast-moving consumer good – with high emotional value – into a scalable export asset.

Source: Compiled by the Multilateral Trade Policy Department, Ministry of Industry and Trade of Viet Nam