Indonesia's Coffee Scene Is Growing Into A Cultural Movement – CoffeeTalk

Indonesia’s coffee industry is experiencing a second wave of growth, with local brands like Kopi Kenangan, Janji Jiwa, and Tuku expanding rapidly. The Asia edition of World of Coffee 2025, organized by the Specialty Coffee Association (SCA), was held in Jakarta, marking the first time it was hosted in a coffee-producing nation. Local coffee chains like Kopi Kenangan, Janji Jiwa, and Tuku have expanded at breakneck speed, popping up in malls, street corners, and even on wheels.

An informal survey involving 114 respondents revealed that 70% preferred local coffeehouse chains over global giants like Starbucks and Harlan & Holden due to affordability, convenience, and local pride. In the survey, 77% of respondents said coffee was an essential part of their day, while 39 cited habit, and 38 said they simply couldn’t function without it. For many, it’s about more than just a jolt of energy; it’s also about comfort, convenience, and accessibility. Local brands are winning, as most respondents said they drank one cup a day, spending between Rp 20,000 (US$1.22) and Rp 50,000 per cup.

The way people consume coffee varies as much as the drinks. Some grab a cup to go, others linger through work meetings or social catch-ups, and increasingly, they are choosing places based on not just the menu but also mood. In Jakarta, people drink coffee all day, but they’re choosing the location and ambiance as much as they are choosing the coffee. 70% of 114 respondents prefer local coffee shops to foreign brands.

Some respondents stick to a coffee shop near their house in Bintaro, Tangerang, simply because “the baristas are nicer.” Others choose their coffee venue to match whatever activity they’re doing, whether to chill with friends or to work, from neither an office nor home. The point is that coffee now follows people’s lifestyles, not the other way around. Local chains, with their lean setups and mobile models, are simply adapting faster.

Indonesia’s coffee industry is experiencing a surge in innovation, with newer players like Jago Coffee and Janji Jiwa redefining the café experience. Jago’s mobile coffee bars bring the café to customers, allowing them to build more sales points without increasing prices. Meanwhile, Janji Jiwa has launched its own “coffee on wheels” program to reach neighborhoods and public spaces.

The es kopi susu, a creamy, sweet iced coffee made with Robusta beans and condensed milk, is gaining popularity among the younger generation. This trend is catching on, with over 40% of respondents saying beans and flavor matter to them, even if they are not coffee connoisseurs.

The local café boom is not just about retail but also about identity. People are increasingly understanding that local brands mean great brands, especially in Jakarta. COVID-19 has made people realize the importance of supporting local businesses. Indonesia is the world’s ninth-largest coffee exporter, raking in $1.1 billion in 2023. Domestic drinkers are valuing what’s grown at home, with 39% of respondents willing to pay more for locally sourced beans and more than half citing sustainability and ethical sourcing as influences on their buying decisions.

Indonesia’s coffee chains are brewing a cultural movement, with World of Coffee, organized by the Specialty Coffee Association, marking the first time it was hosted in a coffee-producing nation. Some of the best coffee in the world is right at the doorstep, with single origins from Flores, amazing fruit flavors from Sumatra, and sweet ones from Kintamani.

In today’s Indonesia, coffee is about authenticity, accessibility, and local connections. Whether you’re drinking es kopi susu from a cart in South Jakarta or settling into a full-Wi-Fi café for a work sprint, one thing is clear: the future of coffee in Indonesia isn’t imported, it’s homegrown.

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