From 25-27 April, 2025, the Specialty Coffee Expo (SCE) 2025 was held at the George R. Brown Convention Center in Houston, Texas. Indonesia participated in the largest international event that gathers specialty coffee industry players from around the world. Participation in this event was made possible through the support of the Indonesian Embassy in Washington, D.C., the Indonesian Consulate General in Houston, Bank Indonesia, Pertamina, BNI, and BRI. SCE 2025 attracted over 649 participants from 85 countries, establishing itself as a significant platform for promoting Indonesian coffee. The Indonesian Pavilion featured a variety of coffees from different regions, including West Java, Sumatra, Toraja, and Gayo, showcasing the diverse and exceptional coffee offerings of the archipelago. Sixteen Indonesian exhibitors took part in the event, including prominent coffee producers such as Indonesia House of Beans, Asa Coffee, and Solok Radjo.
Indonesia's involvement highlights its dedication to promoting market access for Indonesian coffee in the United States and consolidating Indonesia's standing as a prominent specialty coffee producer. Indonesian coffee is not merely an export commodity; it is an integral component of the nation's cultural identity. The coffee industry boasts a unique specialty production method that involves small farmers who utilize traditional, environmentally friendly methods. Additionally, the Indonesian Pavilion hosted a Cupping session that garnered significant interest from global coffee buyers and industry professionals, thereby fostering promising partnership opportunities and trade transactions. At the same time, Indonesia's Wandie Wijaya of Sabar Menanti Coffee Roaster participated in the prestigious World Coffee Roasting Championship, which was held alongside SCE.
