Roemah Koffie has introduced a campaign titled “Women of Purposeful Light” to mark Kartini Day. The initiative draws inspiration from the philosophy Habis Gelap Terbitlah Terang / Out of Darkness Comes Light, associated with Raden Ajeng Kartini.
The campaign aims to recognise the contribution of female baristas in Indonesia’s coffee industry.
Roemah Koffie’s Marketing Communications Manager, Denis Surya, said the campaign reflects how women contribute to shaping the coffee experience.
“Through this campaign, we want to demonstrate that female baristas are ‘light’ figures capable of transforming strong coffee beans into inspiration,” he said.
He added that two baristas, Nadia and Tale, represent the ongoing relevance of Kartini’s values.
Education Programme Expands Access for Women
As part of the initiative, Roemah Koffie is strengthening its education programme through the Roemah Koffie Academy. The programme aims to widen access to coffee education, particularly for women entering the industry.
The academy offers structured courses ranging from introductory to advanced levels. These include Introduction to Coffee, Sensory Class, Barista Class, Manual Brewing Class, and Latte Art Class.
All classes are conducted at Roemah Koffie BAIC Tower in Gading Serpong, Tangerang. The venue allows participants to learn within an operational coffee shop setting, so they can learn service standards and daily practices in commercial setting.
The academy states that its curriculum follows the standards of the Speciality Coffee Association (SCA) Premier Campus. Instructors hold professional certifications and industry experience. Among them are Head Coach Andrew Marcello and Fuji Yanto.
Selected Menu for Kartini Day
Alongside the campaign, Roemah Koffie has introduced two menu items available throughout April. The drinks are part of a limited selection curated by female baristas.
The first is “Sunset in Bajo” from the Barista Selection line, chosen by Tale. The drink combines coffee with bitter syrup and strawberry notes.
Tale said the beverage represents a transition from difficulty to hope, aligning with the campaign’s theme.
The second is “Cocco Cloud,” selected by Nadia. The drink combines black coffee with a layer of coconut cream.
According to Nadia, the composition reflects a balance between strength and softness.
Roemah Koffie stated that both drinks were selected to represent the values associated with Kartini, particularly resilience and balance.
In addition to the menu, the academy is offering a 21% discount on all classes for female participants throughout April. The promotion is intended to encourage wider participation in coffee education.
