Prior to the economic crash of 1997, Thailand had been one of the fastest frowing economies in the world. A number of foreign retailers invested in the market, which became easier to do after this date due to relaxed ownership restrictions. Rapid expansion ensued which led to complaints and attempts at regulation. This study reviews the food retail scene in Thailand, highlighting what has happened in the last decade in terms of how retailers have adapted to cultural differences in consumer behavior, competition and government regulation.