Cannabis is spreading globally, but each country takes its own approach. From Bangkok’s lounges to Lisbon’s pharmacies and California’s dispensaries, the plant is changing economies and cultures, though legalization paths differ.
Multi-generational cultivators are at the root of the global story. What varies is the infrastructure: what’s legal, who participates, and how consumers access the plant.
The United States, Thailand, and Portugal each offer unique models with distinct cultures and challenges.
The United States: A Fragmented Frontier
The United States is a greenhouse divided. State-by-state legalization under federal prohibition creates headaches for businesses over banking, taxes, and compliance. Cannabis remains federally illegal, though 38 states have legalized medical use and 24 allow adult use, creating a limited state-based model with narrow interstate opportunities and thin profit margins.
“After decades in California cannabis, I reached a point where overregulation, crushing taxes, and the inability to operate across state lines made it nearly impossible to think globally,” says Monica Garcia, founder of Cloud Eleven, LLC,. “Innovation was being replaced with compliance survival.“
“As an American, being cognizant of the limitations in the US market initially limited my perspective about what was possible,” says Shane Edmond, founder of Munchy Merchy. For Shane, reform runs deeper than business: “As a Black American, I have a nuanced understanding of how this plant became such a cultural phenomenon globally, but also how and why it came to be so heavily stigmatized and legislated even to this day. So at this point, reform is a matter of restorative justice, not just progress for profits.” That stigma shapes the fragmented US model.
Nationwide inconsistency results: cultivators in Colorado can’t ship to New York, and consumers face varying limits. Yet the US market produces genetics and technology that influence cannabis globally.
Thailand: From Full Legalization Back to Medical-Only
Thailand legalized cannabis in 2018, the first in Asia. By 2022, cannabis was decriminalized and dispensaries opened across major cities. In 2025, the government restricted use to medical only, but decriminalization remains.
For Gaurav Sehgal, founder of Siam Green Cannabis Co., the shift was less dramatic than outsiders think. “Thailand has a unique history with cannabis, marked by harsh penalties despite deep cultural roots,” he explains. “Beach towns have reggae bars with Bob Marley murals. In the countryside, elders add cannabis leaves to soups.”
Thai Traditional Medicine uses cannabis in many concoctions. “The recent change isn’t a cultural shift, but a move toward less taboo, more open acceptance,” Gaurav notes.
The real problem came from regulatory missteps. “The biggest mistake was when the government allowed literally anybody to apply for a cannabis license for 3,000 Baht, under 100 USD, with just a rental agreement and a farm purchase agreement,” Gaurav says. “It was way too early to open it up this wide.”
When the industry opened, Gaurav saw “a very grungy cannabis scene; owners selling and consuming from the same jars, dim lighting, moldy products.” His professional background in food and beverage helped him identify the gap. “The goal was to offer a retail experience that wouldn’t intimidate anyone, giving us the opportunity to destigmatize, educate, and provide high-quality, safe cannabis.”
Now, as regulations tighten, Gaurav sees consolidation ahead. “What I see happening is players joining forces or being purchased by larger players. Standards will rise, and with that, education, the industry will become more mature and steady.“
Unlike the U.S., Thailand’s infrastructure elevates the cannabis consumption experience in key ways: medical cannabis can be shipped domestically via mail, removing friction from access; patients can travel across the country with their medicine, paperwork-free; international export is possible with proper licensing; and a single address can house a dispensary, consumption lounge, and bar. Meanwhile, the U.S. is still weeding out how to cultivate a cohesive market nationwide.
Portugal: Decriminalization Without Commercialization
Portugal decriminalized possession of all drugs in 2001, reducing overdose and HIV deaths. Cannabis remains uncommercialized: no dispensaries, no legal sales, no recreational market.
Medical cannabis is available through pharmacies, not dispensaries.
“It’s a completely different game, especially in sales and marketing,” says Steven Arthur George, a writer and consultant in Portugal.
Portugal is a cultivation hub for export, but domestic commercialization is unlikely. “After decriminalization, the government seems to believe they did all they needed,” Steven explains. “Not treating consumers as criminals was noble, but legal sale and trade is something today’s government would never support.”
Portugal offers proven harm reduction without incarceration. This framework prioritizes public health over commerce, shaping its cannabis culture.
What Travel Reveals
Infrastructure differences are clear across markets. For Shane, her apparel business finds more placement opportunities in Thailand than in the U.S. “We recognized the significant potential to grow our brand because it would create exponentially more locations for us to place our products in Thailand.“
In Thailand, Gaurav watched expansion give way to consolidation. Portugal exports across Europe, but domestic consumers have nowhere legal to buy. Many, like Steven, don’t see full legalization soon. Emerging markets offer new possibilities. As Monica puts it: “If you want to play internationally, you have to operate internationally.“
The dilemma isn’t which model wins, but recognizing cannabis is reforming itself internationally. Once-localized cannabis culture now intersects with global business. Cultural priorities are shifting. Cross-border collaboration and knowledge exchange are building a broader reform framework beyond any one country.
Operators with global vision aren’t just expanding businesses; they’re connecting movements and creating a hybrid approach.
