Welcome to World of Coffee Jakarta, where coffee transforms into an unforgettable experience.
Throngs of specialist coffee experts, growers, machinery and equipment manufacturers, along with dedicated java enthusiasts have gathered to taste some of the finest brews globally.
In 1999, the Specialty Coffee Association, which is the biggest coffee trade organization worldwide, initiated the World of Coffee (WOC) event in the United States. Since then, this gathering has evolved into an internationally touring tradeshow and a key location for esteemed global coffee contests.
“I think what we’re trying to do is to excite consumers in consuming coffee. Coffee is moving away from being a functional beverage to becoming more of an indulgement. And what we want to do is to get consumers through a journey that they find coffee exciting as food or wine, so that people can actually enjoy coffee and maybe understand the value that they bring to the value chain and to the people that are producing coffee all around the world,” says Yannis Apostolopoulos, Chief Executive Officer of the Specialty Coffee Association.
Mikael Jasin has been in the industry for over 10 years.
He was crowned World Barista Champion in 2024.
He sees making and serving coffee as a responsibility to honor the whole coffee chain— from the coffee farmers, roasters, baristas to the consumers.
“At least for me, it’s making sure that the approach that I do when I make this coffee is the same standard at least to the approach that the farmers have done to their coffee, the roasters have done to that coffee, and then me as the barista at least maintain the same standard, if not better. So that the customer when they drink it, they can enjoy that coffee to the best potential of that coffee,” says Jasin.
“When I make coffee for myself, I’m a bit more relaxed – but for people, I want make sure that I’m serving the best of that coffee,” he adds.
The Jakarta edition of the event marks the first time World of Coffee has taken place in a coffee-producing country— a milestone that the fourth-largest coffee producing nation in the world takes pride in.
Among the hundreds of Indonesian coffee producers at the event is Rani Mayasari, owner of Java Halu Coffee.
Her coffee farm aims to empower women in the villages of West Java to work in thriving careers in coffee, an industry that is considered male-dominated.
“It’s like a medicine for us. It’s like a painkiller for us, you know? Because a lot of effort that we already doing in 15 years. So it’s like a good food, healthy food, or soulful food maybe for us,” she says.
“We are happy. Indonesia happy, Indonesia proud, and we don’t have any reason to give up Indonesian coffee with this World of Coffee.”
Straight after graduating high school at the age of 18, Jamie Elijah Yauw is using his summer vacation to learn from top coffee experts who have assembled in Jakarta.
I find each stage of this industry absolutely incredible. It’s breathtakingly beautiful and highly inspirational. Being here and interacting with individuals who collaborate closely with farmers, those who create the tools we utilize daily, as well as hearing from people about their techniques for roasting coffee—it all deeply moves me,” says Yauw. “Witnessing such dedication and passion where someone invests their entire life into something they truly adore fills me with awe.
According to the FAO, the worldwide coffee sector generates more than $200 billion in yearly revenue.
In 2024, Arabica, a superior variety of coffee often favored by boutique coffee companies, experienced a 58% rise in prices compared to the prior year, as reported by the Food and Agriculture Organization of the United Nations.
According to the Specialty Coffee Association, approximately 20% of worldwide coffee exports consist of specialty coffee, with predictions indicating growth in upcoming years due to rapid expansion of specialty coffee markets in production hubs like Indonesia, Brazil, and Vietnam.
