On 14–16 August 2026, Dr. Piyapong Supanyo, Associate Dean for Innovation, Research and Network Development, School of Business and Communication Arts, University of Phayao, participated in the Chiangrai Coffee & Tea Festival 2026 and was invited as a speaker at a panel discussion entitled “How to Grow Coffee That the World Wants to Buy.” The discussion provided a platform for exchanging knowledge and perspectives on enhancing the competitiveness of Thai coffee, from production sources to domestic and international markets, while promoting the systematic integration of coffee production across Eastern Lanna into a cohesive economic network.
The panel discussion highlighted the potential of the Eastern Lanna region, comprising Chiang Rai, Phayao, Phrae, and Nan provinces. The area is distinguished by its natural resources, geographical characteristics, cultural heritage, and the knowledge and expertise of local farmers. These regional assets can be developed into distinctive coffee identities for each province and connected through the Eastern Lanna Coffee Network to strengthen competitiveness and create greater market opportunities at both national and international levels.
A key focus of the discussion was the need to shift the perspective of coffee from being viewed solely as an agricultural commodity toward the development of a Coffee Value Ecosystem that integrates the entire value chain—from upstream production and midstream processing to downstream marketing, distribution, and tourism. At the upstream level, emphasis is placed on improving production quality and standards. The midstream focuses on processing and the development of value-added products, while the downstream stage focuses on branding, marketing, and distribution channels. At the same time, mechanisms should be established to engage both domestic and international buyers from the early stages of the production process.
The discussion also emphasized the development of Coffee Tourism by connecting coffee-growing areas, roasting facilities, cafés, local communities, and tourism routes. This approach can generate added value not only from coffee products but also from experiences and the stories and identity of local areas, thereby expanding income-generating opportunities for farmers, communities, and businesses throughout the coffee value chain.
A key implementation approach is to foster collaboration among farmers, entrepreneurs, coffee roasters, café operators, exporters, buyers, tourists, government agencies, and educational institutions. Such collaboration will contribute to the systematic development of the coffee value chain, linking production, processing, marketing, and tourism, while ensuring that coffee products respond effectively to market and buyer demands. This will help expand trading opportunities and establish sustainable, long-term business relationships.
The University of Phayao’s participation in the event reflects its role in integrating knowledge and expertise in innovation, research, marketing, tourism, and value-chain development with the potential of coffee in the Eastern Lanna region. The initiative contributes to strengthening the local economy, expanding market opportunities for farmers and entrepreneurs, and supporting the development of regional coffee from “Local Coffee” to “Global Coffee” with quality and sustainability.