Lisianthus (Eustoma grandiflorum), commonly known as Prairie Gentian or Texas Bluebell, is among the top ten popular cut flowers globally. The plant originates from the grasslands of North America. Lisianthus is admired for its wide colour range, long vase life and suitability for cut flowers and potted plants. However, despite its global popularity, lisianthus cultivation poses several challenges, including light and temperature sensitivities, susceptibility to rosetting, nutrition management issues, seed propagation difficulties and postharvest handling concerns. Pests and diseases also present serious threats to flower production and protection. Effective management strategies involve using light spectra for improved germination, maintaining balanced nutrient levels and implementing pest and disease control measures. Emerging technologies, such as genetic improvements for disease resistance and heat tolerance and protected cultivation methods like soilless culture and greenhouse automation, contribute to better flower growth, yield and quality. Therefore, successful lisianthus cultivation requires innovation in breeding technology, production methods and postharvest treatments to enhance its potential in the floriculture industry. Efficient marketing and optimal harvesting practices are essential for extending postharvest longevity and maintaining flower quality. Understanding these characteristics, this review is crucial for improving the sustainability and profitability of lisianthus (Eustoma grandiflorum) cultivation worldwide.