Surabaya, June 5, 2026 – The national coffee exhibition Indonesia Coffee Expo (ICX) 2026 Surabaya officially concluded on Sunday (31/5) at Grand City Convention Hall, Surabaya. The exhibition, held from May 29–31, 2026, was organized by PT Dyandra Promosindo together with the Specialty Coffee Association of Indonesia (SCAI), and supported by PT Bank Tabungan Negara (Persero) Tbk as the main partner. It successfully recorded total transactions exceeding IDR 3 billion and attracted more than 16,500 visitors over three days.
These achievements reflect the high enthusiasm of the public toward the national coffee industry, while also reinforcing ICX’s position as a platform that brings together coffee industry players from various sectors — from farmers, roasteries, SMEs, coffee shop owners, lifestyle practitioners, to creative communities — within one integrated ecosystem.
Director of Dyandra Promosindo, Michael Bayu A. Sumarijanto, shared his overall assessment of the exhibition. “The cumulative total of transactions and visitor volume exceeding targets over these three days is solid proof that the downstream market of the coffee industry in East Java has very strong purchasing power. The positive results from this first city give us great optimism that the business integration format we have championed is capable of delivering measurable and sustainable economic impact for the national creative industry ecosystem,” said Bayu.
Stimulus for Creative Economy Downstream Development and Strengthening of Nusantara Coffee SMEs
Chairman of the Specialty Coffee Association of Indonesia (SCAI), Daryanto Witarsa, noted an improvement in quality standards and the commercial value of local coffee commodities at the downstream level. “A comprehensive post-exhibition evaluation reveals a positive shift, where regional SME players are no longer simply displaying raw products, but are now able to present high-value processed products that align with modern market trends. The success of market absorption in Surabaya is expected to be a strong indicator that SCAI’s upstream-to-downstream standardization and development programs are on the right track,” said Daryanto.
Throughout the three days, ICX 2026 Surabaya served as the main stage for dozens of local businesses and roasteries to introduce a variety of innovative house blend creations and the unique flavor profiles of Nusantara single origin varieties. The presence of ready-to-drink coffee products and premium Indonesian coffee beans attracted both consumers and coffee shop owners as key commercial commodities throughout the exhibition.
The exhibition provided genuine stimulus to strengthen the position of SME players in the coffee sector. By connecting the upstream and downstream ecosystem, ICX 2026 Surabaya successfully accelerated the downstream development of the creative economy, transforming local coffee commodities from mere raw materials into high-value lifestyle products. The business interactions throughout the exhibition are expected to accelerate the growth of the creative economy ecosystem in the East Java region.
Beyond serving as a platform for product promotion and transactions, ICX 2026 Surabaya also made a positive contribution to the growth of the national coffee industry through the official 32do Indonesia Brewers Cup (IBrC) Regional 1 Surabaya competition. The competition served as a launching pad for new talents with the potential to represent Indonesia at the international level, while also raising the standard of national barista quality.
The positive impact of the exhibition was further amplified by a series of interactive programs designed to boost visitor enthusiasm. Activities such as the Coffee Frame Challenge, Coffee Trail Challenge, Coffee Tasting by Surabaya Collective Roasters, Coffeeves, the Nongki Zone relaxation area, and Digital Simracing successfully created experiences that blended educational, entertainment, and community interaction elements on a single platform.
Active participation from coffee communities, creative communities, and lifestyle industry players enriched the visitor experience throughout the exhibition. The presence of communities played a key role in creating an inclusive collaborative space and fostering the formation of new business networks among industry players.
The overall success of all activities and the high volume of transactions during the exhibition were also made possible by the trust and commitment of PT Bank Tabungan Negara (Persero) Tbk (BTN) as the Main Partner. Through the provision of an integrated digital financial ecosystem — including cashless payment methods via the Bale by BTN app, QRIS, and BTN EDC machines — Bank BTN provided convenience for visitors while simultaneously serving as a catalyst for coffee SME players to manage their business transactions more efficiently.
Director of Risk Management at PT Bank Tabungan Negara (Persero) Tbk, Setiyo Wibowo, expressed pride in the digital synergy achieved throughout the exhibition. “We greatly appreciate the extraordinary enthusiasm from visitors and coffee SME players at ICX Surabaya 2026. Through the support of the Bale by BTN payment ecosystem, we are committed not only to simplifying everyday transactions for coffee enthusiasts, but also to driving digital transformation for regional SMEs to level up. This synergy is a concrete manifestation of BTN’s presence in supporting sustainable national creative economic growth,” said Setiyo Wibowo.
Following the successful launch of the national roadshow in Surabaya, Indonesia Coffee Expo 2026 will continue its journey to Medan from July 31 to August 2, 2026, and to Jakarta from September 4 to 6, 2026. The official Indonesia Brewers Cup (IBrC) competition is also confirmed to return at subsequent ICX events in these cities. This series of events is part of a commitment to nurture and develop a new generation of Indonesian coffee brand ambassadors ready to bring the richness of flavor, culture, and stories of Nusantara coffee to the global stage.
Through this roadshow series and the continuation of the competition, ICX aims to keep expanding business opportunities, discovering the finest barista talents in new regions, strengthening the national coffee ecosystem, and elevating the potential of Indonesian coffee onto the world stage.
