Thailand's major coffee chains will halve default sugar levels in beverages starting this month, a voluntary industry move that contrasts with Singapore's tax-based approach as Southeast Asia confronts soaring diabetes rates threatening economic productivity.
The Nation Thailand reports that leading chains including Café Amazon, Inthanin, and other major operators agreed to reduce standard sweetness from 100% to 50%, affecting millions of daily transactions across a country where sweetened iced coffee is a cultural staple.
The initiative, coordinated with Thailand's Ministry of Public Health, represents a "soft regulation" strategy that relies on industry cooperation rather than taxation or mandates. Customers can still request full sugar, but the default shift aims to reduce consumption through behavioral nudges.
Regional approaches diverge on sugar policy
Thailand's voluntary approach contrasts sharply with Singapore, which in 2023 banned high-sugar drinks from advertising and required warning labels, following its 2019 restriction on sugary beverage advertising. Malaysia has debated but not implemented a sugar tax, while the Philippines enacted a sweetened beverage tax in 2018.
The divergent strategies reflect different political economies: Singapore's technocratic governance allows aggressive health interventions, while Thailand's coalition politics favor industry partnerships. Yet both face the same crisis.
Southeast Asia's diabetes prevalence has surged alongside economic development. The International Diabetes Federation estimates 24.4 million adults in the region have diabetes, a figure projected to reach 32.8 million by 2030. Thailand alone counts approximately 5 million diabetics, or roughly 7% of the population.
The economic impact is staggering. Thailand's Ministry of Public Health estimates diabetes costs the national healthcare system over 70 billion baht annually ($1.9 billion), not counting lost productivity from illness and early death.
Coffee culture meets health reality
Thailand's coffee market has exploded over the past decade, with chains like Café Amazon—operated by oil giant PTT—expanding to over 4,000 locations. The traditional Thai iced coffee, or oliang, is notoriously sweet, often containing 6-8 teaspoons of sugar per serving.
Industry cooperation was secured through months of negotiation between health officials and coffee operators, who initially feared customer backlash. But early trials showed most customers didn't notice or request more sugar when the default was lowered gradually.
The policy follows similar initiatives in Thailand's restaurant and street food sectors, where vendors have agreed to reduce cooking sugar and sodium. Success depends on sustained compliance without enforcement mechanisms.
Ten countries, 700 million people, one region—and for the Bangkok office worker ordering her morning latte, the difference between 50% and 100% sugar might determine whether she joins Southeast Asia's diabetes statistics.
