Today, coffee is no longer about what’s in the cup, but what stands behind it.

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As Indonesia’s coffee market continues to mature, we’ve learned that consumers are far more thoughtful than we first assumed. Good coffee is now a baseline. What defines success is the added value around it, from identity and experience to the meaning a brand carries. This complexity has taught us to approach the industry with humility. Coffee is not just a commodity to be sold, but a living ecosystem.

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That learning began at a much smaller scale. Our entry into the coffee sector started simply by supporting the expansion of Kopi Kalyan and Suasana Kopi. At the time, our perspective was shaped by what we could see at the retail level, including store operations, locations, and daily sales. Like many others, we assumed growth meant opening more outlets. Working closely with the entrepreneurs behind these brands helped us see how limited that view was.

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That realization pushed us to look beyond the store and learn each layer of the coffee value chain. Through the entrepreneurs we worked with, our understanding grew step by step, from beans and farmers to roasteries, distribution, and the experience inside the shop. The journey took us across different parts of the ecosystem, from established brands like Common Grounds, Bajawa, Sunyi, and Tanatap, to export-focused operators like CATUR Coffee Company, among others. We began to see how value is built through identity, consistency, and alignment across the chain. As we learned, our role evolved from supporting outlet-level expansion to supporting the movement of beans from origin to market.

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One of the most important lessons we’ve learned is that coffee is not a zero-sum competition. When players across the chain work together, the ecosystem becomes stronger and more resilient, creating room for greater innovation. Progress rarely comes from standing apart, but from moving forward together. Our role is not to lead the conversation, but to connect, support, and keep learning from the entrepreneurs who continue to shape Indonesia’s coffee ecosystem.

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