Roemah Koffie officially joined Jakarta Coffee Week 2025 with the theme “The Beginning of Purposeful Journey,”” highlighting the link between Indonesian coffee, culture, and creativity.
The first day of the festival opened with the launch of Anak Daro, a new coffee originating from the volcanic soils of Kerinci, Jambi.
The product draws inspiration from Minangkabau culture, where the term Anak Daro means ‘bride’ and symbolises the beginning of a new life filled with awareness and responsibility.
The philosophy reflects the matrilineal traditions of the Minangkabau, in which women hold central roles as custodians of values and family honour.
The blend carries tasting notes of mango, strawberry, and natural sweet chocolate.
“Through this initiative, we aim to ensure that Indonesian coffee remains relevant, sustainable, and globally recognised without losing its soul,” said Chief Executive Officer (CEO) Roemah Koffie, Felix TJ.
Roemah Koffie also formalised a collaboration with PT Pos Indonesia to launch a Limited Edition Anak Daro Postage Stamp. The signing ceremony involved Felix TJ, CEO of Roemah Koffie, and Elly Siti Halimah from PT Pos Indonesia.
Roemah Koffie’s booth at Hall 3A ICE BSD offered an interactive experience designed to resemble a Minangkabau wedding. Visitors could explore Anak Daro through tasting sessions and exclusive offers. Promotional activities included:
- Koffie Van Experience: Purchase of Cocco Series drinks for IDR 49,000 with a free Cocco Kofie.
- Main Bar: Anak Daro Classic Coffee for IDR 55,000 nett and a free cup for new membership sign-ups.
- Merchandise Zone: Two Koffie tins for IDR 1 million or capsule-machine deals with free capsules.
- Flash Sales: Twice-daily sessions at 13:00 and 18:00 with discounted beans, capsules, and apparel.
- Special Gifts: For transactions above IDR 500,000, customers received tote bags, vouchers, and merchandise.
Latte Art Competition Vol. II
To promote craftsmanship, Roemah Koffie Academy hosted the Latte Art Competition Vol. II, featuring 64 baristas from Indonesia, Brunei, and Singapore.
The competition received support from BMW Motorrad Indonesia, Colt, Sanremo Coffee Machine, Bank Mandiri, Susu Indomilk, and Suara Visual Indonesia.
At the press conference, Felix TJ said that the difficulty level of this year’s event was higher because the baristas had to present their art in an espresso cup, which is smaller than a latte cup.
Participants competed under the World Latte Art Championship format, with judging based on symmetry, contrast, complexity, and technical cleanliness.
