World of Coffee Jakarta 2025

World of Coffee came to Jakarta for the first time — May 15–17, 2025, at the Jakarta Convention Center. It was the first World of Coffee ever held in a producing country, which made it feel different from typical trade shows. Indonesian coffee wasn’t just represented — it was the backdrop.

I went mostly to explore, try things, and see what’s out there. Here’s what stood out.

The Vibe

The event was packed from day one. Long queues at the entrance, hundreds of booths, and coffee people everywhere — roasters, baristas, farmers, brands from across Asia and beyond. The design of the event leaned into Indonesian culture, with ikat textile patterns all over the branding. It felt like a proper celebration of Indonesian coffee on a global stage.

There was also the World Brewers Cup championship happening on-site, which was fun to watch between booth visits.

Things I Picked Up

I didn’t plan to buy much, but that didn’t last.

• Coaster — a simple event souvenir, but well-made
• T-shirt — the WoC Jakarta merch was actually nice enough to wear outside the event
• Cafelix tasting glass — a proper tasting glass that I now use at home for cuppings
• Coffee beans from Papua — this was a great find. A small roaster from Papua had a booth with beans you can’t get on Tokopedia because the logistics of shipping from Papua make it impractical for online retail. This is exactly the kind of discovery that makes going to these events worth it
• Major Tom by Common Grounds — Common Grounds’ seasonal espresso blend. I tried it at the event and immediately bought a bag. As an iced americano, it tastes like mango ice cream with a fizzy, almost soda-like finish. It’s now my favorite espresso bean

The Chinese Milk Brand

One unexpected highlight was a milk brand from China that was looking for distribution partners in Indonesia. They had several variants on display — the buttermilk stood out, but they had other interesting options too. The quality was genuinely impressive. I don’t remember the brand name, but if they find a distributor here, it could be a solid option for cafes.

Free Samples Everywhere

This is the real appeal of a trade show. Almost every booth had samples — free beans to take home, taster drinks to try on the spot. By the end of the day, my bag was heavy with sample packs from roasters I’d never heard of. Some were forgettable, but a few were genuine discoveries that I wouldn’t have found otherwise.