RRI.CO.ID, Brussels - Indonesian coffee products successfully attracted strong interest from international visitors at World of Coffee (WOC) 2026, Europe's largest specialty coffee exhibition, held in Brussels, Belgium from 25–27 June 2026. The distinctive flavor profiles, well-balanced taste, and compelling stories behind each coffee bean showcased at the Indonesia Pavilion captured the attention of visitors from around the world.

This enthusiasm was reflected in the interest expressed by 87 international companies, which indicated their intention to explore further business cooperation (business leads) for Indonesian coffee products, with potential transactions reaching USD 10.8 million.

Director General of National Export Development at the Ministry of Trade of the Republic of Indonesia, Fajarini Puntodewi, affired the importance of WOC 2026 as a strategic platform for Indonesia to further maximize coffee market opportunities in Belgium and across Europe.

"World of Coffee 2026 in Europe provides an excellent opportunity to promote Indonesian coffee. Coffee is Indonesia's largest export commodity to Belgium. Moreover, Belgium serves as a major distribution hub for the European market," Puntodewi said, as quoted by kemendag.co.id on Monday, July 20, 2026.

Covering an area of 36 square meters, the Indonesia Pavilion featured 11 selected Indonesian coffee businesses. The participating companies were selected through a joint curation process conducted by the Embassy of the Republic of Indonesia (KBRI) in Brussels and the Directorate of Primary Product Export Development under the Ministry of Trade.

The participating companies were CV Royal Ontosoroh, CV Tri Anom Agrotektur, Hejo Coffee, Mapcoffee.id, Meramanis Coffee, PT Imela Jaya Bersama, PT Inti Gravfarm, PT Kopinang Indische Koffie, PT Mandalagiri, PT Noozkav Kopi Indonesia, and PT Sabani Internasional.

The coffees showcased at the Indonesia Pavilion consisted of specialty Arabica varieties sourced from some of Indonesia's finest coffee-producing regions, including Aceh, North Sumatra, South Sumatra, West Java, East Java, Bali, East Nusa Tenggara, and South Sulawesi. The diverse selection offered a wide range of flavor characteristics, varying in body, acidity, and lingering aftertaste, highlighting the richness and diversity of Indonesian specialty coffee.

Lusyana Halmiati, Indonesia's Trade Attaché in Brussels, conveyed that European consumers are showing growing interest in specialty coffee, driven by the increasing popularity of specialty coffee shops and the trend of brewing coffee at home.

"Europe accounts for 24 percent of global coffee consumption, making it the world's largest coffee market and offering tremendous opportunities for Indonesian coffee. However, in general, Indonesian coffee is still not as widely recognized as coffee from other major coffee-producing countries," Lusyana said.