Kopi Kenangan: How Indonesia’s Beloved Coffee Chain Proved Naysayers Wrong – CoffeeTalk

Indonesia’s Kopi Kenangan coffee chain is expanding into Southeast Asia and India markets, with a unique strategy that differs from Starbucks’. The company, which has been offering premium coffee in Indonesia for seven years, has gained the backing of celebrities like Serena Williams and Jay-Z. The uniqueness of using locally sourced ingredients gives the coffee chain a distinct feel wherever you buy a cup.

Kopi Kenangan aims to get to the heart of every market by infusing and developing flavors and blends based on the local coffee scene. The company’s corporate culture of “Mulai dari Hati” reflects this passion for going local and celebrating the familiar and nostalgic. The phrase “starts from the heart” captures what drives the team: “the heart we put into every cup, the connections we build with our beloved customers (or so we called it para Mantan), and the passion that drives our growth.”

The company will be opening its first store in the Philippines in October and is preparing to enter India early next year. This comes on the heels of its recent debut in Malaysia and Singapore. CEO and co-founder Edward Tirtanata knows the power of creative passion very well, having defied the odds and naysayers with his determination to grow Kopi Kenangan and take it global.

When the COVID crisis hit, many regarded Tirtanata as delusional, responding with scepticism and doubt. However, Kopi Kenangan built the brand around it, often naming products in a quirky and endearing way, such as “memories of your ex” or “memories of the old days.” The move resonated with the younger coffee-drinking crowd.

A year later, Kopi Kenangan ventured into Singapore, a market dominated by established competitors from developed markets. Most observers believe that Singapore is a tough market to crack. However, months into the journey, Kopi Kenangan is now an integral part of Singapore’s bustling coffee culture.

Tirtanata believes he and his team are ready to introduce Indonesian coffee to the world, taking lessons from their initial challenges. Today, the Indonesian chain serves up 5.5 million cups monthly and has quadrupled its store count post-pandemic.

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