Indonesia showcased its coffee at the 23rd Seoul International Cafe Show, the largest business-to-business (B2B) coffee exhibition in South Korea, held at the Convention & Exhibition Center (COEX) in Gangnam, Seoul from November 6–9, 2024. This exhibition marked a collaboration between the Indonesian Embassy in Seoul and the Indonesian Trade Promotion Center (ITPC) in Busan. The Indonesian Pavilion, designed as a lounge named "Indonesia Coffee Lounge," aimed to provide an immersive coffee-tasting experience, highlighting the rich flavors of Indonesian coffee. The lounge served as a perfect space for visitors to connect with exhibitors, fostering potential business partnerships in a relaxed and engaging environment. Zelda Wulan Kartika, the Charge d'Affaires ad interim at the Indonesian Embassy in Seoul, emphasized that this setup was a strategic promotional move to showcase Indonesia's coffee culture and hospitality.
The exhibition featured six Indonesian coffee exporters, including Coffee Spell, Harris Coffee, PT Haldin Pacific Semesta, PT Imela Jaya Bersama (Wow Coffee), PT Karya Tetangga Tuku (Kopi Tuku), and CV Sakha Insan Pasada, with products ranging from arabica and robusta coffee sourced from Sumatra, Java, and Sulawesi. Special products like Kopi Tuku’s palm sugar coffee and PT Haldin’s pandan coffee and coconut latte attracted significant attention from attendees. ITPC Busan's Head, Husodo Kuncoro Yakti, highlighted that the participation of these exporters opened up significant opportunities for expanding Indonesia's coffee market in South Korea. The event also generated a potential transaction value of USD 3.25 million (approximately IDR 48.26 billion), which will be followed up with detailed negotiations for future shipments. As the demand for unique coffee experiences grows in South Korea, Indonesia aims to strengthen its position amid increasing competition from countries like Vietnam, Brazil, Ethiopia, and Kenya.
