Mantenin Coffee producing area, Indonesia

The Chairman of the Specialty Coffee Association of Indonesia (SCAI), one of the institutions for the promotion and development of coffee growing knowledge in Indonesia, gave a brief overview of the export coffee business. "Indonesia's total exports grew by an average of 50-20% per year from 2000 to 2009 until it became the world's third largest coffee producer, with robasta coffee accounting for about 70% of total exports, because the Dutch growers, who were the first to grow coffee, did not fully understand Arabica coffee, resulting in low coffee yields and many premature deaths. Farmers turned back to growing robasta coffee that was suitable for climate and disease resistance. Later, farmers learned the knowledge and set up organizations to promote Arabica coffee cultivation, which made farmers more confident in growing quality coffee, which was also the demand of market growth. In 2010, the main obstacle to coffee exports was that Indonesia faced longer and heavier rainy seasons than normal, resulting in lower yields. But there is also demand for coffee from all over the world. This means that Indonesian coffee is being demanded by more people, and is becoming more and more high-quality and international. Coffee shops vs. popular Italian coffee It can be said that Indonesia's coffee market, like many ASEAN countries, will develop from the entry of American giants into the domestic market and independent coffee shops. This important phenomenon has changed the perception of coffee as related to life and encouraged local businesses to open their own cafes. The coffee shop owner expressed his opinion on the popularity of Italian coffee: "At present Indonesian coffee is in development, especially in big cities, the market is growing, and consumers are beginning to know more about coffee. Independent shops and coffee chains have been set up a lot and have grown over the past 4-5 years, and I believe the coffee business will continue to grow over the next 5 years. And these shops have increased coffee production and coffee consumption in Indonesia and led to the creation of more local cafes." Another important feature of Indonesian coffee shops that cannot be ignored is the proud recommendation of coffee shop owners for local coffee, even big brands like Starbucks Indonesia still provide quality coffee from Sumatra locally to meet customer needs. This is another factor that Indonesians take into account when considering the quality of local coffee. The cafe owner commented on this problem: "In 2000 when the new store opened, Indonesians did not know espresso, since they tasted espresso from Italy from the chain store, when independent coffee shops or local chain stores kept opening, people saw that Italian coffee was not the only good taste, coffee shops carefully recommended local coffee, so that coffee consumers understand that local coffee has the same good taste as Italian coffee."