** World of Coffee Jakarta: the reinvention of a cultural and economic element **
The event “World of Coffee Jakarta” brought together thousands of professionals, producers and coffee lovers, creating a framework conducive to exchange and learning. At the heart of this event is a new vision of coffee, which seeks to reposition it from a simple functional drink to a real sensory experience comparable to that of wine or gastronomy.
Yannis Apostolopoulos, director general of the Specialty Coffee Association, expressed the ambition of the association: “excite consumers in their way of consuming coffee”. This approach could not only transform the perception of coffee, but also insert more value in the supply chain, from grain culture to consumer cup. Such an evolution then raises the question: how does the upgrade of coffee influence the relationships between producers and consumers?
The presence of industry champions – Tens that Mikael Jasin, world champion Barista 2024 – illustrate this commitment. Jasin emphasizes the responsibility of the baristas: “It is to make sure that the approach I have by preparing this coffee is at least at the same level as that of farmers and roasters”. This continuity in quality and compliance with the product is essential to provide an experience that meets consumers’ expectations.
In this dynamic, the Jakarta edition has been of particular importance, being the first time that this event has been held in a country producing coffee. Indonesia, as a fourth world producer, is at the heart of the challenges of sustainability and equity. Rani Mayasari, owner of Java Halu Coffee, passionately evokes his commitment to the emancipation of women in a sector often dominated by men. “It is like a drug for us, after 15 years of effort,” she said, illustrating the way in which coffee can become a lever for social and economic change.
Youth also plays a role in this evolution. Teenagers like Jamie Elijah Yauw, who discover industry and marvel at experienced professionals, represent the future of the sector. Their wonder testifies to a rapidly changing sector, where learning and heritage of traditional know-how rub shoulders with innovation.
However, this concentration on experience can also raise concerns. While the price of the grains of Arabica experienced a significant increase of 58 % in 2024, is it essential to question: is this upscale trend for all the players in the chain, including producers often exposed to climatic and economic vagaries? A balance is necessary for quality research to be done at the expense of small farms.
The Specialty Coffee Association estimates that 20 % of world coffee exports are special cafes, and this proportion is intended to grow. This can also cause an escalation that could harm certain producers less able to reach these new standards. Reflection on sustainability, not only economic but also social, becomes vital in this context.
As a reflection, we can question the mechanisms to be set up to ensure that this upmarket really benefits the entire value chain, from producers to consumers. What training, what aid for innovation and how to encourage deeper cooperation would be necessary to ensure that this vision of coffee as an experience is inclusive and equitable?
The World of Coffee in Jakarta thus represents a crossroads between tradition and modernity, between ethics and trade. The question that arises now is how the actors in this sector will sail in this new dimension, while ensuring that the passion for coffee continues to involve and emancipate all those who participate. The future of coffee is undeniably promising, but it requires continuous vigilance to preserve the essence and human values it conveys.