Brewing the Future: Indonesian Specialty Coffee Captivates Japan at SCAJ 2026

TOKYO – On the morning of October 14, 2026, the doors of the Tokyo Big Sight convention center swung open, marking the commencement of the Specialty Coffee Association of Japan (SCAJ) World Specialty Coffee Conference and Exhibition 2026. Under the forward-looking theme "Brew the Future," the event serves as Asia’s premier stage for the global coffee industry, bringing together a sophisticated ecosystem of producers, importers, roasters, and connoisseurs.

Among the myriad of international pavilions, the Indonesian Pavilion emerged as a focal point of intense interest. Driven by Bank Indonesia’s strategic initiative to elevate domestic Micro, Small, and Medium Enterprises (MSMEs) to the global stage, the pavilion showcased the rich diversity and exceptional quality of Indonesian beans, specifically targeting the discerning Japanese market.

The Chronology: A Sensory Journey from Java to Tokyo

As the clock struck 10:00 AM, a steady stream of visitors descended the escalators, drawn by the unmistakable aroma of roasting beans and the promise of discovering the world’s next great cup. The Indonesian Pavilion was strategically positioned to greet these enthusiasts, offering a rotating daily menu of coffee varieties that promised a "new surprise every day."

On the opening day, the spotlight shone brightly on East Java. Adi Taroepratjeka, a renowned 1st Grade Q Grader Instructor and Director of 5758 Coffee Lab, stood behind the counter, meticulously brewing a batch of coffee from Mount Buthak.

"Today’s theme spans from West Java to East Java. This particular coffee is incredibly fragrant and pleasant—it originates from Mount Buthak," Adi remarked while serving the brew. The profile, characterized by vibrant fruity notes and a clean finish, immediately resonated with the local palate.

The human element of this trade exhibition was personified by Junko Uesugi, a Kyoto resident who traveled to Tokyo via Shinkansen specifically for the event. Having previously lived in Karawang, West Java, Junko’s visit to the Indonesian Pavilion was a nostalgic pilgrimage.

"Seeing the Indonesian Pavilion here feels like reuniting with an old friend," she shared. After tasting the Mount Buthak offering, her reaction was one of genuine surprise. "This is my first time trying coffee from East Java, and it is delicious! It is so fruity; I absolutely love it."

Supporting Data: The Strategic Importance of the Japanese Market

The enthusiasm witnessed at the pavilion is backed by robust economic data and shifting consumer trends. According to the Report Linker forecast titled "Coffee Market Size Volume Per Capita in Japan," coffee consumption in the Land of the Rising Sun is on a steady upward trajectory. In 2023, per capita consumption stood at 3.65 kilograms, with projections suggesting a rise to 3.73 kilograms by 2028.

However, the Japanese market is also entering a phase of maturity. Demographic shifts and economic fluctuations mean that consumers are moving away from mass-produced coffee toward high-quality "specialty" segments. This shift represents a golden opportunity for Indonesia.

The Export Surge

Data from the International Trade Centre (ITC) and the Indonesian Ministry of Trade reveal a staggering growth in Indonesia’s global coffee export value:

• 2023: US$ 929.1 million
• 2024: US$ 1.64 billion
• 2025: US$ 2.51 billion

Despite this global success, Indonesia’s penetration into the Japanese market remains a work in progress. In 2025, Japan’s total coffee imports reached approximately US$ 2.55 billion—a nearly 49% increase from the previous year. Indonesia’s share of that pie was US$ 67.37 million, representing only about 2.6% of Japan’s total imports. This gap highlights a massive "niche market" opportunity that Bank Indonesia aims to capture through high-profile exhibitions like SCAJ.

Product Spotlight: The Excellence of Mount Buthak

The centerpiece of the opening day, the Mount Buthak coffee, serves as a prime example of the "Third Wave" coffee movement in Indonesia. Cultivated by the Koperasi Produsen Lembah Gunung Buthak (Mount Buthak Valley Producers Cooperative) under the guidance of Bank Indonesia’s Kediri Representative Office, the coffee benefits from the unique volcanic soil of the mountain, which sits at 2,868 meters above sea level on the border of Malang and Blitar.

The cooperative produces three distinct varieties:

1. Arabica: Grown at altitudes of 1,000 – 1,400 masl.
2. Robusta: Cultivated at 600 – 800 masl.
3. Liberica: Grown at lower elevations, offering a unique floral profile.

To meet international standards, the producers utilize diverse processing methods, including anaerobic fermentation, full-wash, honey, and natural processes. The Mount Buthak brand has already secured vital certifications, including PIRT (Home Industry Food Product), NIP, and Halal. It has already made inroads into the Saudi Arabian market, with an export capacity reaching 15 tons.

Beyond Mount Buthak, Bank Indonesia brought a curated selection of 20 MSME brands from across the archipelago, including:

• Sumatra: Asa Coffee Gayo, Kopepi Ketiara, Kopi Bukit Barisan.
• Java: Java Halu Coffee, Wanoja Kopi, Posong Coffee Sindoro, LMDH Rekso Trimulyo.
• Eastern Indonesia: Koperasi Produsen Emas Hijau Papua, Robusta Gunung Ambang.
• Other Notables: Argopuro Walida, Dellacious Coffee, Kaghomasa, and more.

Official Responses: A Unified Vision for Economic Empowerment

Bank Indonesia’s participation in SCAJ 2026 is not merely a promotional exercise but a core component of its mandate to foster sustainable economic growth.

Ricky P. Gozali, Deputy Governor of Bank Indonesia, emphasized the central bank’s commitment during his visit to the pavilion. "Bank Indonesia is very serious about developing Indonesian coffee products for the export market," he stated. "Coffee has the power to increase the standard of living for our farmers and bolster the national economy. We have curated the very best of the best to suit the specific tastes of the Japanese people."

Kurniawan Agung, Director of the Department of Inclusive and Green Financial Economy (DEIH) at Bank Indonesia, elaborated on the rigorous selection process. Since 2023, BI has collaborated with the Indonesian Embassy in Tokyo, the Ministry of Agriculture, and the Ministry of Trade to ensure a unified national front.

"There is a series of strict curations that MSMEs must pass," Kurniawan explained. "We evaluate quality, consistency, cupping scores, and flavor profiles. The goal is to understand the ‘niche market’ and segment our products where they fit best. As the saying goes, ‘to know them is to love them’—we must introduce our high-quality coffee to the world because the potential is vast, but we must be strategic about which beans go to which market."

Implications: Strengthening the Indonesia-Japan Economic Bridge

The presence of Indonesian coffee at SCAJ 2026 carries significant implications for bilateral trade and the future of the Indonesian agricultural sector.

1. Strengthening Strategic Partnerships

Japan is one of Indonesia’s most vital trading partners. With total exports to Japan reaching US$ 17.4 billion in 2025, maintaining momentum is crucial. While other sectors may face cyclical slowdowns, the "specialty coffee" segment has shown remarkable resilience and growth, indicating that Japanese consumers value the unique characteristics and sustainability of Indonesian beans.

2. Transitioning from Commodity to Specialty

By focusing on SCAJ, Bank Indonesia is steering the industry away from selling bulk, low-value commodities toward high-value specialty products. This transition allows for higher price points, which directly translates to better margins for smallholder farmers.

3. Promoting the "Green Economy"

The emphasis on organic processes and cooperative-led production aligns with global trends toward sustainability. As the Japanese market becomes more conscious of environmental and social governance (ESG), Indonesian coffee—often grown in forest-friendly environments—is well-positioned to become a preferred choice.

4. Boosting Foreign Exchange Reserves

As export values rise from US$ 1.64 billion to US$ 2.51 billion, the coffee sector is becoming an increasingly important contributor to Indonesia’s trade balance. Scaling up the market share in Japan from 2.6% to even 5% or 10% would provide a significant boost to national foreign exchange earnings.

Conclusion

As the SCAJ 2026 continues through October 17, the Indonesian Pavilion stands as a testament to the synergy between traditional farming and modern economic strategy. From the volcanic slopes of Mount Buthak to the bustling halls of Tokyo Big Sight, Indonesian coffee is proving that it is more than just a beverage—it is a bridge between cultures and a catalyst for economic transformation. With the continued support of Bank Indonesia and a focus on uncompromising quality, the "Future" being brewed in Tokyo looks exceptionally bright for Indonesia’s coffee heritage.