RRI.CO.ID, Brussels – Indonesian coffee products generated US$10.8 million in potential business transactions at the World of Coffee (WOC) 2026 exhibition, held in Brussels, Belgium, from 25–27 June 2026. The potential deals came from 87 international business actors who expressed interest in establishing business partnerships with Indonesian coffee exporters.

Director General of National Export Development at the Ministry of Trade, Fajarini Puntodewi, said WOC 2026 served as an important platform to further expand the market for Indonesian coffee in Belgium and across Europe. She noted that coffee is Indonesia’s largest export commodity to Belgium, which also serves as a distribution hub for the European market.

“WOC 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 distribution hub for the European market,” Puntodewi said in a statement received on Monday, 20 July 2026.

The 36-square-meter Indonesia Pavilion featured 11 selected Indonesian coffee businesses that had undergone a joint selection process by the Indonesian Embassy in Brussels and the Ministry of Trade’s Directorate of Primary Product Export Development. The pavilion showcased specialty Arabica coffees from Aceh, North Sumatra, South Sumatra, West Java, East Java, Bali, East Nusa Tenggara, and South Sulawesi, offering a wide range of flavor profiles, acidity levels, body, and aftertaste.

Indonesia’s Trade Attaché in Brussels, Lusyana Halmiati, said Europe presents significant opportunities for Indonesian coffee as demand for specialty coffee continues to grow. However, she noted that Indonesian coffee still needs greater exposure to compete with products from other major coffee-producing countries.

In addition to the exhibition, the Indonesia Pavilion hosted a coffee cupping session attended by around 40 visitors, including prospective buyers. Lusyana said most participants praised Indonesian coffee for its well-balanced flavor, distinctive character, and distinctive origins.

At WOC 2026, Indonesia also competed in three international coffee championships: the World Brewers Cup, the World Coffee Roasting Championship, and the World Coffee in Good Spirits Championship. One Indonesian representative finished in the top five in the World Coffee in Good Spirits Championship.

According to the Ministry of Trade, Indonesia’s coffee exports to Belgium reached US$320 million in 2025, accounting for nearly half of Indonesia’s total coffee exports to the European Union, which stood at US$752 million. Meanwhile, total trade between Indonesia and Belgium reached US$878.2 million during January–May 2026, with Indonesia recording a trade surplus of US$501.6 million.