Indonesia seeks stronger global brand for coffee

Tangerang, Banten (ANTARA) - The Ministry of Trade is using Trade Expo Indonesia (TEI) 2026 to launch a strategic effort to unify and strengthen the global branding of Indonesian coffee under a national identity.

The ministry’s Director General of National Export Development Fajarini Puntodewi emphasized that international consumers have traditionally recognized Indonesian coffee beans by specific regional names rather than a unified national origin.

"The world knows Brazilian coffee, Colombian coffee and Ethiopian coffee. When looking for Indonesian coffee, people often search for Mandheling or Toraja coffee; while searches for 'Indonesian coffee' itself are rare," Fajarini said after the TEI 2026 press conference in Jakarta on Wednesday.

Fajarini said establishing a unified identity for Indonesian coffee at TEI is important to ensure national coffee products become easily recognizable and strengthen their position in global markets.

"So, this could be the moment for us to start branding Indonesian coffee," she said.

To support the initiative, the 41st edition of TEI, scheduled for October 14–18, 2026, at the Indonesia Convention Exhibition (ICE) BSD City in Banten, will feature a dedicated exhibition area for coffee, tea and cocoa products.

The designated area will host various promotional activities and buyers' sessions throughout the five-day event.

Beyond branding, the Ministry of Trade is seeking to increase the value of specialty raw bean exports by expanding into value-added processed products, such as packaged ground coffee and ready-to-drink beverages.

"As more ready to drink products become available, their market value will naturally increase," Fajarini said.

Data from Statistics Indonesia (BPS) shows that Indonesia exported 208,100 tons of coffee from January to July 2026, valued at US$1.0 billion.

Coffee export value reached a monthly peak of around US$221.4 million in July.

Coffee production reached 832,675 tons across 1.27 million hectares in 2025. Officials noted that yield fluctuations persist due to weather volatility.

The Agriculture Ministry projects total coffee cultivation area to reach 1,281,491 hectares in 2026.

However, government mapping indicates that around 28 percent of cultivated areas face potential dry conditions between September and November 2026, prompting reinforced climate-adaptive farming practices to safeguard national production.

Related news: Trade Ministry introduces AI services at TEI 2026 for the first time

Translator: Aria Ananda, Yashinta Difa
Editor: Bayu Prasetyo
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