Introduction of two major coffee producing areas in Indonesia: Lindong Sidamo, Sumatra

It can be said that Indonesians have adhered to the habit of drinking black coffee for a long time from the past to the present, and black coffee was recognized by Indonesians before espresso. People's favorite coffee is bagged instant coffee and black coffee called KopiTubruk, which costs about 3000 rupees (about 12 baht). The characteristic of Indonesian coffee is that they like to drink fried bananas with hot coffee like Turkish style. if someone likes cold coffee, pour the coffee along the plate before drinking coffee to lower the temperature. The local coffee shop is popular with men and women, young and old, especially men who like to socialize and tell stories, where they smoke a cigarette and pass the time while drinking coffee.

The era of ② espresso

Italian coffee was born 20 years ago and was not popular at first because it was sold only in some hotels and at a high price, until coffee chain giant Starbucks spread espresso in Indonesia in 2004. Although coffee consumption in Indonesia continues to increase, the coffee consumption behavior that Indonesians insist on is to regard coffee as a social activity or entertainment demand, rather than as an indispensable part of daily life in many other countries. They always buy a cup of coffee before going to work, while Indonesians tend to drink coffee after work. Coffee shops have become 1/3 of the places where people talk or have meetings after work. In any case, more and more Indonesians are getting to know high-quality coffee and know where to drink coffee and how to make it. And make coffee as a way of life.

The chairman of the Indonesian Special Coffee Association (SCAI), one of the high-quality coffee institutions in Indonesia, gave a brief overview of the export coffee business. "between 2000 and 2009, Indonesia's total exports grew by an average of 50-20% per year, until it became the third largest coffee manufacturer in the world. Robasta coffee accounted for about 70% of the total export volume. Because the Dutch growers who first grew coffee did not fully understand Arabica coffee, coffee production was low and a lot of coffee was lost. Farmers went back to grow Robasta coffee, which is suitable for climate and resistant to diseases. Later, farmers learned the corresponding knowledge and set up organizations to promote the cultivation of Arabica coffee, which increased farmers' confidence in growing high-quality coffee, which is also the growing demand of the market. In 2010, the main obstacle to coffee exports was that Indonesia faced longer and heavier rainfall than the normal rainy season, resulting in reduced production. But there is also a demand for coffee from all over the world. This means that Indonesian coffee is being demanded by more and more people, and is becoming more and more high-quality and international. Coffee shops and popular Italian coffee can be said that the coffee market in Indonesia is like many ASEAN countries, the domestic market and independent coffee shops will begin to develop from American giants to enter the market. This important phenomenon has changed the perception of coffee related to life and encouraged local enterprises to open their own cafes. The coffee shop owner expressed the popular view of Italian coffee: "at present, Indonesian coffee, especially in big cities is developing, the market is growing, and consumers are beginning to know more about coffee." Independent stores and coffee chains have set up a lot and have been growing in the past 4-5 years, and I believe the coffee business will continue to grow in the next 5 years. These stores have increased coffee production and consumption in Indonesia and led to the creation of more local cafes. " Another important feature of Indonesian local cafes that cannot be ignored is that coffee shop owners are proud to recommend local coffee. Even big brands like Starbucks in Indonesia still offer high-quality coffee from Sumatra locally to meet the needs of customers. This is another factor that Indonesians take into account the local quality of coffee. The owner of the coffee shop commented on this issue: "when the new shop opened in 2000, Indonesians did not know espresso. Since they tasted espresso from Italy from chain stores, when independent coffee shops or local chain stores continue to open, people see that Italian coffee is not the only one with good taste. Coffee shops carefully recommend local coffee to make coffee consumers understand." Local coffee also has the same high-quality taste as Italian coffee.

Finally, when Indonesian consumers know more about quality coffee, there is an increase in the number of special coffee shops, according to coffee owners: "in big cities like Jakarta, Surabaya, Bandung and Bali, special coffee shops are growing rapidly, which also shows that consumers know more about coffee, and coffee shopkeepers must choose quality coffee materials. The best marketing plan is to hold the hearts of customers with quality products.