Thailand's Advanced Matcha Market

In this episode, cohosts Ryan and Zongjun (Sam) record from Bangkok the day after Thailand Coffee Fest 2026, where around 40 matcha brands exhibited and the Sanko Usu One had to be pitched from a poster because the mill was stuck in air freight. Topics range from how they explain fresh milling next to a traditional ishi-usu, to Ryan's price survey of over 350 matcha products on the show floor, to why they consider Thailand the most sophisticated matcha consumer market in the world.