Chronic cough is a persistent condition that significantly affects patients' quality of life and poses diagnostic and therapeutic challenges. Traditional anatomical diagnostic approaches often fail to address the underlying mechanisms, leading to suboptimal treatment outcomes. This review aims to summarize the challenges of the management of chronic cough and highlights recent advances of several promising drug candidates in cough trials. PUBMED/CINAHL/Web of Science/Scopus were searched (February 2025). Over the past 40 years, chronic cough has evolved from a mere symptom to a recognized disease. A key observation is that hypersensitivity of the afferent vagus and its central projections cause the state of cough hypersensitivity leading to urge to cough being precipitated by otherwise innocuous stimuli. Clinical trial designs have also advanced, incorporating placebo run-in periods to reduce placebo effects and refining patient-reported outcomes to modern standards. Additionally, the realization that the variability in chronic cough, both diurnal and day-to-day, has highlighted the need for continuous cough monitoring, which has only recently been available consequence to the revolution in electronic applications. However, progress is hindered by a widespread lack of awareness among healthcare professionals and patients, underscoring the urgent need for education on this condition.