Technology
Gelato Trend Boosts Thailand’s Ice Cream Market Despite Rainy Season
GrabFood reports a 70% surge in ice cream orders over the last two weeks, driven by the 'Ultra-Smooth Gelato Effect' social media trend.
According to a report by Khaosod Online Thailand, the Thai ice cream market—valued at 25 billion baht—is experiencing a significant boost due to a viral social media phenomenon known as the 'Ultra-Smooth Gelato Effect.' Data from the food delivery platform GrabFood indicates that ice cream orders increased by 70% between July 15 and July 29, 2026, despite the ongoing rainy season.
For residents and travelers, this trend highlights a shift in consumer behavior, with 40% of these orders coming from first-time ice cream customers on the platform. Search queries for 'gelato' have surged sixfold, signaling a strong influence of digital trends on local dining habits. Chocolate remains the most popular flavor, accounting for 70% of sales, while pistachio has emerged as a rapidly growing favorite.
While the data confirms a clear spike in delivery demand, it remains to be seen whether this trend will sustain its momentum once the rainy season concludes or if it will lead to long-term changes in the competitive landscape for local dessert shops. Visitors looking to explore this trend can currently find a wide variety of gelato options available through major delivery apps across the country.
Translated from Thai.
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