From 26-28 June 2025, the World of Coffee (WoC) exhibition was held at Palexpo in Switzerland. This event was initiated by the Specialty Coffee Association and attended by more than 430 coffee businesses from various countries. Indonesian coffee has successfully recorded a potential transaction value of USD 7.61 million or IDR 123 billion. This demonstrates the global market's interest in the diversity of Indonesian coffee flavours and varieties. The Indonesian Trade Attaché in Geneva facilitated the participation of Indonesian coffee businesses in the event to promote their premium coffee products. Given Indonesia's strong reputation for coffee quality in Europe, particularly in Switzerland — one of the largest coffee hubs — Switzerland is both a major importer of green beans and a leading exporter of roasted coffee in Europe. In 2025, the Indonesian Pavilion will feature the theme 'Taste of the Archipelago' and showcase 10 Indonesian coffee businesses. At WoC Geneva, the coffee industry's global players are brought together, including producers, exporters, importers, roasters, baristas, and other stakeholders.
Over the past few years, Indonesian coffee exports to Switzerland and Europe have shown a consistent upward trend. During the January–May 2025 period, coffee products accounted for USD 6.9 billion of Indonesia's total non-oil and gas exports to Switzerland, representing a 267% increase from the same period last year, which was valued at USD 1.9 billion. This trend is further supported by the growing interest of European importers in speciality coffee, organic coffee, and coffee from sustainable trade systems, which are key strengths of Indonesian coffee. At the Indonesia Pavilion, coffee businesses showcased coffee innovations and Indonesian-made coffee accessories. Global coffee buyers met many Indonesian coffee businesses, as reflected by the high number of visitors to the Indonesia Pavilion and the business-matching activities.
