Helsinki/Tallinn. Indonesia is stepping up efforts to promote its coffee in Northern Europe, with strong market interest emerging from Finland and the Baltic states following recent festival showcases.

The Embassy of the Republic of Indonesia in Helsinki participated in the Helsinki Coffee Festival on April 17–19 and the Tallinn Coffee Festival on April 25–26, drawing thousands of visitors and industry players.

Ambassador to Finland and Estonia Ibnu Wahyutomo said the campaign aims to build long-term recognition of Indonesian coffee beyond immediate sales.

“Indonesian coffee is defined by its rich heritage, diverse origins, and compelling narrative,” he said. “We want to position it not just as a commodity but as part of Indonesia’s identity and culture.”

He added that coffee offers a natural entry point into the daily lives of Finnish and Estonian consumers, creating opportunities to deepen broader economic ties.

Under the “KOPI Indonesia” brand, the embassy featured a curated selection of products from Bali Pulina, Meramanis, MYBALI COFFEE, and Nua Rasa, highlighting the diversity of Indonesian coffee — from Arabica and Robusta to Luwak — in both whole-bean and ground formats.

The showcase aimed to introduce specialty and single-origin Indonesian coffee to Nordic and Baltic consumers, with distinct preferences emerging across markets.

In Finland, visitors showed strong interest in bold, dark-roast profiles, while Estonian consumers leaned toward Arabica and Luwak varieties, particularly in light-to-medium roasts.

The events generated brisk sales, with hundreds of coffee units sold, reflecting growing consumer curiosity and demand.

Beyond retail, the initiative facilitated business engagements with key players in the hotel, restaurant, café, and catering sector, including importers, roasteries, and wholesale buyers.

In Finland, discussions are underway with premium importers and high-end dining establishments, alongside early-stage plans to establish Indonesian coffee shops in the Helsinki metropolitan area.

In Estonia, opportunities are shifting toward wholesale distribution, local roasting, and regional packaging to better serve the Baltic market.

The embassy plans to sustain momentum through continued participation in trade exhibitions, business matchmaking, and the development of local distribution networks across Finland, Estonia, and the wider Baltic region.