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C Photo / Bayu Prawiro

Photo / Bayu Prawiro

Indonesia’’ report by Statista, in 2022, cafes and bars in
Indonesia generated a sales value of approximately 1.9
billion US dollars and will probably double by 2026. In-
creasingly exposed to international consumption trends,
younger Indonesians embraced the new coffee culture.
Developing Coffee Nevertheless, the market is full of potential not
only because of the domestic consumers but also be-
It turned out Jasin made the right choice. When he cause the country itself also produces coffee. Indo-
first moved back to Indonesia in 2017, the coffee market nesia, the world’s fourth largest coffee producer and
in his homeland was just about to boom. Under the influ- exporter, ships coffee to the U.S., Italy, and Malaysia.
ence of Australia,! the specialty coffee was served with However, robusta still makes up more than 70% of cof-
avocado and salmon in brunches. Many people began to fee grown today, which means coffee in Indonesia is
be aware of the quality of coffee. Nevertheless, since the struggling for good fame.!
specialty coffee was expensive, it was still an enjoyment Jasin is among the first to bring Indonesian coffee
for certain targeted audience groups. Then came the iced to the world stage. During the years of competition, he
coffee trend in 2017. Local coffee brands such as Toko and other Indonesian professionals and fellow com-
Kopi Tutu and Fore Coffee started this new coffee move- petitors kept a constant search for high-quality local
ment by serving Indonesia coffee specialties including coffee. Jasin used coffee from North Sumatra for his
signature iced latte with sugar. It is cheaper and easy to signature drink and won himself the seventh place in
drink. Nowadays, local giant chains like Tomoro Coffee the 2021 WBC in Milan. In that same period, Jasin real-
and Kopi Kenangan provide big volumes of simple yet ized that coffee could be “an agent of change,” helping
delicious offerings available to everyone. On the other the local coffee community and showcasing what Indo-
hand, smaller omakase-style cafes and slow bars began to nesian coffee could do to the world. He now runs two
appear after the pandemic as more people searched for a coffee companies and one coffee shop to support the
better coffee experience. Coffee enthusiasts also started growth of the local coffee industry. “It’s funny because
to purchase beans and professional equipment to brew now I have a few businesses, but it didn’t start that way.
their coffee at home. According to the “Coffee market in I started in the middle.” Jasin reckoned.

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