Brewing new horizons: 3 emerging global markets for Indonesian coffee exporters

Indonesian coffee exporters have long leaned on mature buyers in the US and Europe and while those markets still matter, over-reliance can cap growth when retail shelves are crowded and buyers are already well served by Latin American and African origins. The bigger story in today’s coffee market? New consumption hubs are forming fast, powered by younger consumers, rising middle classes, and a shift toward café culture in places that previously favored tea or instant drinks. 

This shift is good news for the Indonesia coffee export sector: from Sumatra’s earthy Mandheling to Sulawesi’s complex, spice-leaning beans, local Arabica and Robusta profiles fit perfectly with the specialty wave and surge in coffee demand. For B2B exporters, the opportunity is not only to sell green beans, but to position Indonesian origins as a dependable, differentiated coffee commodity supply for roasters and chains in fast-growing regions. 

Below are three markets worth targeting next, each with distinct demand drivers, pricing behavior, and go-to-market routes.

1. The East Asian specialty surge: tapping into China’s growing appetite

China used to be seen as a “future market”, but it’s no longer future tense. The China coffee market has moved from niche to mainstream in major cities, with coffee drinking tied to lifestyle, work culture, and socializing among young urban professionals. The value of China’s coffee market value is estimated to be around USD 4.24 billion in 2025, with steady mid-single-digit growth projected through the decade.¹

Two things matter for Indonesian exporters here: firstly, coffee consumption trends in China are being shaped by fast-scaling local chains. Brands like Luckin Coffee have expanded aggressively, normalizing frequent coffee purchases at accessible price points. This creates enormous volume demand for consistent Robusta and commercial Arabica supply, ideal for Indonesia’s scale strengths, particularly if you’re looking to reach Chinese millennials.

Second, China’s specialty scene is widening. Consumers are still learning origin language, which makes story-driven single origins particularly attractive. Indonesian profiles, especially washed or honey-processed Arabicas with chocolate, spice, and low acidity, often land well with consumers transitioning from milk-based drinks. 

Export playbook for China

• Prioritize reliability and consistency for chain buyers: Think stable moisture specs, clean cup profiles, and predictable shipment schedules.
• Offer curated lots for specialty roasters: Micro-lots or region-specific offerings with traceability and processing notes are popular.
  
• Watch pricing signals closely: China’s demand growth is influencing broader coffee futures sentiment in Asia, especially around robusta-heavy supplies. Staying aware of coffee futures indicators helps exporters time contracts and hedge price volatility.

2. ASEAN: café culture at scale

While China gets headlines, Indonesia’s Tiger Cub neighbors are quietly becoming some of the most dynamic coffee bean market opportunities for Indonesia. The advantage here is proximity, cultural familiarity, and shorter lead times, meaning that Indonesian exporters can test products faster and build relationships without the risks of transcontinental shipping.

Thailand’s coffee industry has evolved far beyond instant mixes. Domestic consumption hit a record high in 2023 and continued rising in 2024, with consumption up about 5% year-on-year.² Specialty cafés and premium ready-to-drink brands are pushing demand for better beans, and many roasters are open to sourcing from regional origins that are fresh and traceable. This makes Indonesian Arabicas and robusta-based espresso blends a natural fit for Thailand’s milk-forward menu trends.

The Philippines is also one of Asia’s biggest coffee-consuming nations, with high soluble consumption and rapidly growing interest in café-style drinks and roasted beans. This combination creates a two-tier opportunity: commercial-grade robusta for instant and RTD manufacturers, plus higher-quality Arabica/robusta blends for chains and specialty roasters. For coffee bean exporters, it’s a chance to grow share in a market that values nearby origins and competitive pricing.

Export playbook for ASEAN

• Segment buyers early: Instant/industrial buyers prioritize volume and price stability, while roasters prioritize flavor and consistency.
• Use freshness and speed as a pitch: Shorter transit helps preserve green quality and reduces warehousing costs.
  
• Consider relationship-based contracting: In regional markets, repeatable supply and flexible shipments often win over one-off spot deals.

3. The Middle East’s golden gate: leveraging the UAE as a trading hub

The Middle East is not just a market; it’s a network with the UAE as a central node. Dubai and Abu Dhabi sit at the crossroads of Europe, Asia, and Africa, functioning as both high-consumption cities and re-export hubs. Specialty coffee is booming there: per-capita coffee consumption in the UAE reached about 1.36 kg in 2023 and coffee market sales exceeded AED 1 billion, with the market projected to grow around 8.4% annually through 2029.³

Demand in the UAE and wider Gulf is driven by a shift toward premiumization, where consumers are willing to pay more for storytelling, origin transparency, and limited or distinctive lots. Café density in major cities is exceptionally high, with the competition pushing café groups to constantly search for unique origins that help them stand out. Adding to this appeal is the UAE’s role as a re-export hub, where securing one strong buyer relationship can open doors to wider distribution across the Gulf and North Africa.

For Indonesian coffee exporters, this is a compelling space to position high-value Arabicas and specialty robustas as flavor differentiators in a crowded scene. It also supports higher margins, helping businesses balance lower-margin volume deals elsewhere. 

Export playbook for the UAE

• Lead with specialty narratives: Emphasize terroir, processing, and farm/community impact.
  
• Offer sampling programs to roasters and café groups: Keep in mind that building relationships in the Gulf often start with tasting.
• Align contracts with coffee commodity futures trends: In premium markets, buyers still track global coffee commodity pricing, but expect clear value justification for differential lots.

Export your coffee beans to new markets with DHL Express

Targeting these markets means planning for more complex routes and buyer requirements. That’s where international shipping basics and strong international logistics services matter as much as your cupping score.

Follow these three logistics best practices to help Indonesian exporters scale smoothly:

• Protect quality end-to-end: Use moisture barriers, valve bags for small lots, and strict pallet hygiene. Consistency in arrival conditions is a key trust driver for repeat coffee bean export orders.
  
• Stay ahead of paperwork: Each market has its own phytosanitary, labeling, and importer documentation rules. Pre-checking requirements reduces border delays and protects freshness windows.
• Build flexibility into your shipping plan: Emerging markets can spike quickly with promotions or seasonal trends. Having a reliable logistics partner that supports fast uplift and predictable clearance helps you respond to demand without losing sales.

Exporting with DHL gives Indonesian coffee exporters access to time-definite air networks, door-to-door visibility, and customs expertise that reduce risk when shipping to fast-growing but operationally diverse markets. With the right routes and documentation in place, you can export coffee from Indonesia confidently, whether you’re moving container-scale robusta to ASEAN manufacturers or high-value micro-lots to a Dubai roaster.

The bottom line: the global coffee consumption map is changing, and so is the momentum behind coffee demand. Open a DHL Express business account today to ease your expansion into new international markets and grow your export business.