The Trade Ministry has selected Trade Expo Indonesia as the centrepiece of its new coffee strategy. Officials want overseas buyers to associate premium quality with Indonesia as a whole, not just with individual growing regions. The shift signals a serious reorientation of national export policy.
From regional origins to a unified identity
For decades, Indonesian coffee sold on the strength of its origins. Names such as Gayo, Toraja and Flores carried the export story. However, the Trade Ministry now sees that model as a ceiling.
Fajarini Puntodewi, the ministry’s director general for national export development, says TEI 2026 can begin resetting that narrative. The event will present Indonesian coffee under a stronger, shared identity. That repositioning aims to add scale without erasing the regional distinctions that buyers already value.
The 41st Trade Expo Indonesia runs from 14 to 18 October 2026 at the Indonesia Convention Exhibition (ICE) BSD City in Kabupaten Tangerang, Banten. The five-day show will include a dedicated zone for coffee, tea and cocoa. It gives exporters a direct route to importers, distributors and private-label buyers from key consumer markets.
What does the strategy mean for investors?
The ministry is linking Indonesia coffee branding directly to downstream processing. Officials want exporters to move beyond raw specialty beans. The target is more packaged ground coffee and ready-to-drink beverages reaching overseas shelves.
Processed products capture more value before shipment. They also support longer-term consumer relationships in destination markets. Success, however, will depend on consistent quality, food-safety compliance and reliable supply chains.
According to Statistics Indonesia (BPS), Indonesia exported 208,100 tonnes of coffee from January to July 2026, valued at US$1.0 billion. July was the strongest month in that period, recording approximately US$221.4 million in export value.
The Agriculture Ministry projects Indonesia’s coffee cultivation area at 1,275,908 hectares in 2025, rising to 1,281,491 hectares in 2026. That expansion supports the volume targets embedded in the branding push.
Climate and supply chain risks to watch
Supply conditions require attention. Government mapping indicates that roughly 28% of assessed coffee-growing areas could face dry conditions between September and November 2026. As a result, climate-adaptive farming will remain central to production planning for exporters and buyers alike.
The investment case extends well beyond consumer branding. It includes roasting capacity, packaging lines, cold-chain logistics, international certification and smallholder support. As one market analyst noted: ‘Indonesia has the volume and the variety — the missing piece is the brand architecture that ties them together.’
Companies that can connect those segments stand to benefit from rising global demand for traceable, branded origin coffees. Meanwhile, TEI 2026 will serve as an early indicator of whether institutional interest translates into committed purchase orders.
Investors and trade-finance providers should monitor buyer commitments, processed-product capacity additions and climate resilience across growing regions in the months following the October exhibition.
Quick answers
According to Statistics Indonesia (BPS), Indonesia exported 208,100 tonnes of coffee from January to July 2026, with a total value of US$1.0 billion. July was the strongest single month, reaching approximately US$221.4 million.
The Trade Ministry wants overseas buyers to recognise Indonesian coffee as a single national identity, not just through individual growing regions. The strategy focuses on shifting exports from raw beans to processed products such as packaged ground coffee and ready-to-drink beverages.
The 41st Trade Expo Indonesia runs from 14 to 18 October 2026 at the Indonesia Convention Exhibition (ICE) BSD City in Kabupaten Tangerang, Banten. The event includes a dedicated zone for coffee, tea and cocoa.
