In a large bowl, combine coconut milk, lime juice, lime zest, garlic, ginger, cumin, paprika, salt, and black pepper. Whisk until well blended.
Add the chicken thighs to the marinade, ensuring they are fully coated. Cover and refrigerate for at least 1 hour, or up to overnight for maximum flavor.
Preheat your grill or a large skillet over medium-high heat. Add olive oil to the skillet if using.
Remove the chicken from the marinade, letting any excess drip off. Grill or cook the chicken for about 6-7 minutes on each side, or until the internal temperature reaches 165°F and the chicken is nicely browned.
Once cooked, remove the chicken from the heat and let it rest for 5 minutes. Slice and serve garnished with fresh cilantro.