Tangerang, Banten, Sept. 30 -- The Ministry of Trade is using Trade Expo Indonesia (TEI) 2026 to launch a strategic effort to unify and strengthen the global branding of Indonesian coffee under a national identity.

The ministry's Director General of National Export Development Fajarini Puntodewi emphasized that international consumers have traditionally recognized Indonesian coffee beans by specific regional names rather than a unified national origin.

"The world knows Brazilian coffee, Colombian coffee and Ethiopian coffee. When looking for Indonesian coffee, people often search for Mandheling or Toraja coffee; while searches for 'Indonesian coffee' itself are rare," Fajarini said after the TEI 2026 press conference in Jakarta on Wedne...