Good news for Indonesian coffee business actors. At the beginning of 2026, Indonesia’s coffee exports recorded an extraordinary surge of 76.33% compared to the same period the previous year. This figure is not just a statistic, it is a strong signal that the global market is hungry for Indonesian coffee.
The question now is: how can coffee MSMEs take advantage of this momentum? This article will thoroughly explore export growth data, market opportunities, and concrete strategies that you can immediately implement.
Overview of Indonesia’s Coffee Export Growth in 2026
The latest data shows that Indonesia’s export performance in January 2026 is very impressive. Total national exports reached US$22.16 billion, growing 3.39% compared to January 2025. More interestingly, the non-oil and gas sector grew even higher at 4.38%.
In the midst of this already positive export growth, coffee is one of the commodities with the most significant surge. The growth of 76.33% shows that global demand for Indonesian coffee is at its peak.
Factors Driving the Surge in Coffee Exports
Some of the factors driving this surge include:
- Global coffee price increase due to supply disruptions from Brazil and Vietnam experiencing extreme weather
- Increasing demand for specialty coffee in the European and North American markets
- The depreciation of the rupiah that makes Indonesian coffee more competitive in terms of price in the international market
- Improving the post-pandemic supply chain that is increasingly efficient
This trend is in line with the dynamics that occur in competing countries. Vietnam as the world’s second largest producer has also experienced a shift in strategy. You can read more about Vietnam’s Record-Breaking Coffee Exports in 2025 to understand the global competition landscape.
Major Markets That Buy Indonesian Coffee
Understanding who buys Indonesian coffee is the first step to developing the right export strategy. Here are the main markets that continue to show high interest in Indonesian coffee.
Europe: An Ever-Growing Premium Market
European countries such as Germany, Italy, Belgium, and the Netherlands are big buyers of Indonesian coffee. Interestingly, the European market is increasingly appreciating coffee with its origin story and sustainability certification. Single-origin coffee from Gayo, Toraja, and Bajawa is in great demand by specialty roasters in Europe.
United States: Large Volume and Specialty Segment
The US remains one of the world’s largest coffee importers. In addition to the large purchase volume for commercial coffee, the specialty coffee segment in the US continues to grow by double digits every year. MSMEs that can offer high-quality coffee with a unique flavor profile have a great opportunity in this market.
Japan and East Asia: Loyal Consumers
Japan is known as a market that highly values quality and consistency. Likewise, South Korea and Taiwan whose coffee consumption growth continues to increase. The key to success in the East Asian market is consistency of quality from shipment to shipment.
Specialty vs Commodity: Choosing the Right Position
One of the most important strategic decisions for coffee MSMEs is to determine the positioning: whether to play in the commodity or specialty segment.
Commodity Coffee
Commodity coffee is sold based on global market volume and price (determined by the ICE exchange). Its margins are relatively thin, and competition is fierce with major producing countries such as Brazil and Vietnam. For MSMEs with limited production capacity, playing in this segment is less profitable.
Specialty Coffee
Specialty coffee is sold based on quality, flavor profile, and the story behind production. The selling price can be 2-5 times that of commodity coffee. Indonesia has natural advantages here: a diversity of varieties, unique terroir from Sabang to Merauke, and traditional processing methods that produce a distinctive flavor profile.
For MSMEs, focusing on specialty coffee is a much more sensible strategy. The margins are larger, the buyers are more loyal, and the scale is suitable for smaller operations. For a complete guide to penetrating the coffee export market, read the article How to Export Coffee to Get Overseas Buyers Quickly.
Coffee MSME Strategy to Utilize Export Momentum
This 76.33% growth momentum will not last forever. Coffee MSMEs need to move quickly and strategically. Here are concrete steps you can implement.
Improve Quality from Upstream
The quality of coffee starts from the garden, not from the export warehouse. Some things that can be done right away:
- Improve the harvesting process by picking only the cherries that are already ripe (selective picking)
- Invest in post-harvest processes such as honey process, natural process, or wet-hulled that are in accordance with market demand
- Cupping regularly to ensure consistency of flavor profile
- Implement good agricultural practices (GAP) at the garden level
Complete Certifications Market-Required
International buyers, especially from Europe and the US, are increasingly requiring sustainability certification. Some certifications to have:
- Organic (USDA/EU Organic) for premium markets
- Fair Trade that guarantees minimum prices and social premiums
- Rainforest Alliance for environmental sustainability
- UTZ (now part of the Rainforest Alliance) for responsible farming practices
- SCA cupping score of 80+ to enter the specialty grade category
The certification process does take time and cost, but the returns are significant in the form of access to premium markets and higher selling prices.
Build a Direct Trade Line
One way for coffee MSMEs to increase margins is to build direct trade channels, which are selling directly to roasters or importers without going through many intermediaries. Advantages:
- Larger margins due to cutting the distribution chain
- Long-term relationship with buyers who value quality
- Direct feedback that helps improve quality
- Fair price transparency for farmers
To start direct trading, you need to be present digitally so that buyers can find you. This brings us to the next strategy.