nEWS
Specialty Coffee is Brewing a Revolution in Southeast Asia
Janeth Detomal
20/11/2024
Southeast Asia boasts a rich coffee heritage, deeply rooted in both production and consumption. Recent years have seen the region’s coffee market evolve rapidly, driven by urbanisation, shifting consumer preferences, and a flourishing café culture.
Indonesia Leads the Specialty Coffee Movement
Countries like Indonesia are at the forefront of this transformation, with specialty coffee shops and chains increasingly prioritising quality, unique experiences, and innovative flavours. Many businesses, such as Indonesian specialty roaster Baked Coffee, have begun roasting their beans locally, elevating quality standards and creating opportunities for growth in the regional coffee market.
“Consumers today are more knowledgeable and have diverse preferences,” says Gustav Johannes Groenendijk, CEO of Baked Coffee. “This fuels the specialty coffee market’s expansion.”
Coffee Culture: From History to Modern Trends
Southeast Asia’s coffee journey began during European colonisation (1600s–1800s), with Vietnam and Indonesia emerging as major producers. Today, Indonesia ranks as the fourth-largest coffee producer globally. Traditionally, local markets favoured dark-roasted robusta beans, often sweetened to mask bitterness. However, the rise of second-wave coffee in the early 2000s introduced espresso-based drinks, sparking demand for higher-quality offerings.
Specialty Coffee on the Rise
The past decade has witnessed a surge in independent specialty coffee shops in Indonesia, such as Baked Coffee. The brand, known for its grab-and-go brew bars, plans to open a dedicated roastery in Bali and a flagship store in Jakarta by 2025.
To cater to evolving tastes, Baked Coffee has expanded into ready-to-drink (RTD) products, offering high-quality convenience options like oat milk lattes and cold brews. “Consumers are seeking premium coffee experiences that go beyond cafés,” explains Julia Ammor, Marketing and Creative Director.
Sustainability and Local Impact
Roasting at origin has become a defining trend in Southeast Asia, with Indonesian businesses like Baked Coffee emphasising sustainability. The brand’s “Origin Zero” initiative minimises environmental impact, shortens supply chains, and supports local farmers.
“Why import beans when we have exceptional coffee here?” asks Matt Johnson, Head Roaster at Baked Coffee. “This approach strengthens relationships with producers and promotes sustainability.”
A Bright Future for Southeast Asia’s Coffee Scene
With consumption expected to grow steadily, Southeast Asia’s specialty coffee market is set for further innovation. Sustainability, traceability, and waste reduction are becoming priorities, with initiatives like upcycling cascara and reducing food waste gaining traction.
“The region’s coffee industry is evolving, balancing global trends with local traditions,” says Julia. “As consumers embrace premium coffee, Southeast Asia solidifies its role as a dynamic force in the global coffee market.”
