Indonesia Seeks to Brew Stronger Coffee Ties with Sabah

Noorman (seated, third left) with Yong (second left), members of the Tenom Chinese Chamber of Commerce, FSI, and others. KJRI hosted a dinner for the visitors.

19 October 2025

JAKARTA: Indonesia is stepping up efforts to promote its coffee beyond raw beans by introducing a wider range of products and specialty varieties to the Sabah market.

Newly appointed Indonesian Consul General in Kota Kinabalu, Noorman Effendi, said the initiative aims to showcase the diversity of Indonesian coffee, as most products currently available in Sabah are mass-produced and instant.

“As part of our mission abroad, we are responsible for connecting buyers from our areas of responsibility, including Sabah. It’s not just about coffee — it’s about all tradeable products,” he said during an interview at Soekarno-Hatta International Airport.

He noted that Indonesia produces a wide array of coffee types such as Gayo, Toraja, Raja, and Priangan, each with its own distinct flavour profile influenced by altitude, soil, and environment. “Even coffee from the same plantation can taste different depending on the canopy and nearby plants. There is no single standard for coffee,” he added.

During this visit, a Memorandum of Understanding (MoU) was signed between Indonesian coffee company Kailash Coffee and the Tenom Chinese Chamber of Commerce to facilitate future coffee purchases. The collaboration was initiated following Kailash Coffee’s participation in the 8th Sabah International Coffee Festival last month.

Noorman said discussions are ongoing to invite Indonesian coffee planters to Sabah to share expertise in cultivation and plantation management, fostering mutual growth in the coffee industry.

“This is just the beginning. Coffee isn’t new to Sabah, but we see great potential to strengthen this connection further,” he said.