Thailand welcomed almost 33 million foreign visitors in 2025.¹ Many of them spend a hot afternoon looking for something cold. So do the people who live here. In a country that is warm almost all year, a frozen dessert is not a summer treat. It is an everyday habit.
That habit is changing. Customers who once picked up a cone at the supermarket now compare textures, ask about ingredients and photograph their scoop before they taste it. For anyone planning to open a gelateria, or to add gelato to a café, hotel or restaurant, this is a good moment to start. It is also a moment that rewards careful planning.
A Market With Room for Better Products
Across Asia-Pacific, the ice cream market was worth USD 42.15 billion in 2023 and is expected to reach USD 58.79 billion by 2030.² Researchers point to premiumisation as a key force, with gourmet flavours, artisanal methods and high-quality ingredients gaining ground.
Gelato is moving even faster. Asia-Pacific is the fastest-growing gelato region in the world, with growth expected at 7.49% a year through 2031.³
For a new business, this is the key point. The opportunity is not in selling more of the same. It is in selling something better.
Why Customers Are Ready for Real Gelato
Claudio Pinto, South East Asia Sales Manager at Italian gelato and pastry ingredient company Casa Optima, sees demand coming from both sides of the counter.
“Travel exposure, hot climate and social media are the biggest drivers,” he says. “People in Southeast Asia have tasted real gelato abroad, and now they want to experience it at home. At the same time, investors and operators see gelato as a great opportunity with strong margins.”
He adds that customers now expect more than a good flavour. They want authenticity, premium quality, international flavour options and the same texture every time they visit. They also want to see gelato in plated desserts, coffee and cocktails. “It is no longer just about a simple scoop,” he says.
This matters for anyone building a business plan. One well-run production setup can support a dessert menu, an affogato on the coffee list and a gelato-based drink at the bar. That makes gelato a flexible product, not a single menu item.
Know What You Are Selling
Many people use “gelato” and “ice cream” as if they mean the same thing. They do not, and new owners need to understand the difference, because it shapes their equipment, their recipes and their price.
“Authentic Italian gelato is made with genuine, fresh ingredients,” Pinto explains. “It has a lower level of fat and much less air. It is made daily in small batches, with tightly controlled recipes and processes. This gives a dense, silky texture and an intense, real flavour.”
Less air and less fat mean the flavour comes through more clearly. But it also means the recipe must be balanced with care. According to Pinto, the right balance of water, sugars, fats and other solids is what keeps gelato smooth, stable in the display case and free from ice crystals.
In simple terms, great gelato is part craft and part science. Your customers will taste the difference, and that difference is what justifies a premium price.
The Mistakes That Cost New Businesses the Most
When asked about the most common mistakes, Pinto’s list is direct: buying cheap and unreliable equipment, using low-quality ingredients, cutting corners to save money, not understanding recipe making and temperature control, launching without a clear concept or production plan, and doing it without passion.
Most of these come from the same place. New owners often spend on the shop front and save on the things customers cannot see. But a machine that breaks down in the hot season, or a recipe that turns icy in the display, will cost far more than the money saved.
Before you open, make sure you can answer these questions:
- What is your concept, and who is your customer?
- How much will you produce each day, and who will make it?
- Do you or your team understand recipe balance and temperature control?
- Can your equipment run reliably in a hot, humid climate?
What You Need to Get Started
You do not need a full gelateria to enter the category. For a hotel, café or restaurant, Pinto recommends starting with a compact professional batch freezer, a suitable display cabinet or storage freezer, and a reliable cold chain. He suggests a focused menu of four to six flavours, well-trained staff, well-balanced recipes and a trusted local supplier.
Modern equipment also makes it easier to start without years of experience. “Modern equipment gives gelato operators total control over pasteurisation, overrun and extraction temperature,” Pinto says. “Business owners can achieve stable texture and quality across multiple outlets and shifts, even without very skilled operators.”
He points to several innovations of the past decade: combined pasteuriser and freezer units, inverter-driven batch freezers, advanced blast freezers and basic remote monitoring. Together, they have made production more accurate, more energy-efficient and, most of all, more consistent.
For a new business in a region where skilled staff can be hard to find, that consistency is valuable. It means the gelato tastes the same on a busy Saturday as it does on a quiet Monday.
The business case is also clear. Pinto describes artisan gelato as a product with “high perceived value, strong margins and a sales opportunity almost 24/7.” Compared with many cakes and pastries, it can sell from breakfast to late evening.
Local Flavours, Italian Method
Health is shaping the next generation of gelato. Research on the Thai market highlights growing interest in plant-based and low-sugar frozen desserts.⁴ Pinto says this pushes suppliers to find new ways to extract and keep the natural taste of fruits, nuts, coffee and chocolate, and to use alternative sugars and fibres. The goal is gelato that is lighter, but still smooth and stable.
Local flavour is the other big opportunity. Pinto’s approach is to keep classic Italian bases and techniques, then build in Southeast Asian ingredients. “There are so many,” he says, naming coconut, pandan, mango, passionfruit, calamansi, lychee, local coffees and teas, lemongrass, kaffir lime and, of course, durian. The latest one to watch is ube.
For a new brand, this is a clear way to stand out. Use Italian technique for quality. Use local ingredients for identity. A small rotating list of seasonal local flavours gives customers a reason to come back.
Taste, Compare and Plan at THAIFEX – HOREC Asia 2027
Starting a gelato business involves big decisions about machines, ingredients and display. Those decisions are easier when you can see the options side by side.
The Bakery & Ice Cream segment at THAIFEX – HOREC Asia brings together gelato ingredients, production equipment and display solutions in one place. At the 2026 edition, the SCOOP 500 showcase gathered more than 500 ice cream flavours from different brands, giving visitors a rare chance to taste and compare. For operators who want to use gelato in drinks and coffee menus, the Café & Bar segment adds another layer of ideas.
“Platforms like THAIFEX – HOREC Asia bring in new investors, F&B enthusiasts and operators to taste our ingredients, compare equipment side by side and see new concepts early,” Pinto says. “This helps them make smarter investments and stay ahead of flavour, health and sustainability trends.”
For anyone still at the planning stage, it is a practical place to ask questions, meet suppliers and build your plan with real products in front of you.
Join us at THAIFEX – HOREC Asia, 2–5 March 2027 | IMPACT Muang Thong Thani, Bangkok, Thailand
Sources
by Chanya Colevas
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Thailand welcomed almost 33 million foreign visitors in 2025.¹ Many of them spend a hot afternoon looking for something cold. So do the people who live here. In a country that is warm almost all year, a frozen dessert is not a summer treat. It is an everyday habit.
That habit is changing. Customers who once picked up a cone at the supermarket now compare textures, ask about ingredients and photograph their scoop before they taste it. For anyone planning to open a gelateria, or to add gelato to a café, hotel or restaurant, this is a good moment to start. It is also a moment that rewards careful planning.
A Market With Room for Better Products
Across Asia-Pacific, the ice cream market was worth USD 42.15 billion in 2023 and is expected to reach USD 58.79 billion by 2030.² Researchers point to premiumisation as a key force, with gourmet flavours, artisanal methods and high-quality ingredients gaining ground.
Gelato is moving even faster. Asia-Pacific is the fastest-growing gelato region in the world, with growth expected at 7.49% a year through 2031.³
For a new business, this is the key point. The opportunity is not in selling more of the same. It is in selling something better.
Why Customers Are Ready for Real Gelato
Claudio Pinto, South East Asia Sales Manager at Italian gelato and pastry ingredient company Casa Optima, sees demand coming from both sides of the counter.
“Travel exposure, hot climate and social media are the biggest drivers,” he says. “People in Southeast Asia have tasted real gelato abroad, and now they want to experience it at home. At the same time, investors and operators see gelato as a great opportunity with strong margins.”
He adds that customers now expect more than a good flavour. They want authenticity, premium quality, international flavour options and the same texture every time they visit. They also want to see gelato in plated desserts, coffee and cocktails. “It is no longer just about a simple scoop,” he says.
This matters for anyone building a business plan. One well-run production setup can support a dessert menu, an affogato on the coffee list and a gelato-based drink at the bar. That makes gelato a flexible product, not a single menu item.
Know What You Are Selling
Many people use “gelato” and “ice cream” as if they mean the same thing. They do not, and new owners need to understand the difference, because it shapes their equipment, their recipes and their price.
“Authentic Italian gelato is made with genuine, fresh ingredients,” Pinto explains. “It has a lower level of fat and much less air. It is made daily in small batches, with tightly controlled recipes and processes. This gives a dense, silky texture and an intense, real flavour.”
Less air and less fat mean the flavour comes through more clearly. But it also means the recipe must be balanced with care. According to Pinto, the right balance of water, sugars, fats and other solids is what keeps gelato smooth, stable in the display case and free from ice crystals.
In simple terms, great gelato is part craft and part science. Your customers will taste the difference, and that difference is what justifies a premium price.
The Mistakes That Cost New Businesses the Most
When asked about the most common mistakes, Pinto’s list is direct: buying cheap and unreliable equipment, using low-quality ingredients, cutting corners to save money, not understanding recipe making and temperature control, launching without a clear concept or production plan, and doing it without passion.
Most of these come from the same place. New owners often spend on the shop front and save on the things customers cannot see. But a machine that breaks down in the hot season, or a recipe that turns icy in the display, will cost far more than the money saved.
Before you open, make sure you can answer these questions:
- What is your concept, and who is your customer?
- How much will you produce each day, and who will make it?
- Do you or your team understand recipe balance and temperature control?
- Can your equipment run reliably in a hot, humid climate?
What You Need to Get Started
You do not need a full gelateria to enter the category. For a hotel, café or restaurant, Pinto recommends starting with a compact professional batch freezer, a suitable display cabinet or storage freezer, and a reliable cold chain. He suggests a focused menu of four to six flavours, well-trained staff, well-balanced recipes and a trusted local supplier.
Modern equipment also makes it easier to start without years of experience. “Modern equipment gives gelato operators total control over pasteurisation, overrun and extraction temperature,” Pinto says. “Business owners can achieve stable texture and quality across multiple outlets and shifts, even without very skilled operators.”
He points to several innovations of the past decade: combined pasteuriser and freezer units, inverter-driven batch freezers, advanced blast freezers and basic remote monitoring. Together, they have made production more accurate, more energy-efficient and, most of all, more consistent.
For a new business in a region where skilled staff can be hard to find, that consistency is valuable. It means the gelato tastes the same on a busy Saturday as it does on a quiet Monday.
The business case is also clear. Pinto describes artisan gelato as a product with “high perceived value, strong margins and a sales opportunity almost 24/7.” Compared with many cakes and pastries, it can sell from breakfast to late evening.
Local Flavours, Italian Method
Health is shaping the next generation of gelato. Research on the Thai market highlights growing interest in plant-based and low-sugar frozen desserts.⁴ Pinto says this pushes suppliers to find new ways to extract and keep the natural taste of fruits, nuts, coffee and chocolate, and to use alternative sugars and fibres. The goal is gelato that is lighter, but still smooth and stable.
Local flavour is the other big opportunity. Pinto’s approach is to keep classic Italian bases and techniques, then build in Southeast Asian ingredients. “There are so many,” he says, naming coconut, pandan, mango, passionfruit, calamansi, lychee, local coffees and teas, lemongrass, kaffir lime and, of course, durian. The latest one to watch is ube.
For a new brand, this is a clear way to stand out. Use Italian technique for quality. Use local ingredients for identity. A small rotating list of seasonal local flavours gives customers a reason to come back.
Taste, Compare and Plan at THAIFEX – HOREC Asia 2027
Starting a gelato business involves big decisions about machines, ingredients and display. Those decisions are easier when you can see the options side by side.
The Bakery & Ice Cream segment at THAIFEX – HOREC Asia brings together gelato ingredients, production equipment and display solutions in one place. At the 2026 edition, the SCOOP 500 showcase gathered more than 500 ice cream flavours from different brands, giving visitors a rare chance to taste and compare. For operators who want to use gelato in drinks and coffee menus, the Café & Bar segment adds another layer of ideas.
“Platforms like THAIFEX – HOREC Asia bring in new investors, F&B enthusiasts and operators to taste our ingredients, compare equipment side by side and see new concepts early,” Pinto says. “This helps them make smarter investments and stay ahead of flavour, health and sustainability trends.”
For anyone still at the planning stage, it is a practical place to ask questions, meet suppliers and build your plan with real products in front of you.
Join us at THAIFEX – HOREC Asia, 2–5 March 2027 | IMPACT Muang Thong Thani, Bangkok, Thailand
Sources
