Feature: Indonesian coffee makes a hit in Chinese market

HAIKOU/JAKARTA, April 13 (Xinhua) -- At the ongoing third China International Consumer Products Expo held in Haikou, capital city of south China's island province of Hainan, Kapal Api coffee from Indonesia has been popular with Chinese consumers.

During the company's debut at the Hainan expo, it is like a holiday hustle and bustle in its pavilion as baristas are busy preparing coffee for visitors, while salespeople are busy introducing products to customers or packaging products for them.

Jiang Jiawen, marketing manager of Kapal Api China, said they brought a special Indonesian product, the kopi luwak, which is made from coffee beans partially digested by civets.

"It sells very well on the first day of the expo," said Jiang, "In addition to the kopi luwak, other products like Java Latte and Indonesian coffee beans have also become hot sellers."

"Kapal Api has a silky and smooth taste, with just the right acidity, and it offers a favorable price at the expo," said Xie Li, a local resident and coffee enthusiast who bought two large boxes of Kapal Api coffee.

She added that if Kapal Api were to participate in the expo next year, she will definitely come again, and she hopes the company brings more unique products next time.

The Chinese market has unlimited potential, and the Hainan expo will help more Chinese consumers understand Indonesian coffee, said Robin Setyono, Chief Operating Officer of Kapal Api Global.

"We believe that by bringing coffee to the Hainan expo, we will be able to introduce our company, our products, as well as new ways of drinking coffee," Setyono said.

Seeing China as a very potential market and one of the company's strategic focuses for export, he said the products exported to China are all made especially for the Chinese market.

"We believe Hainan is a strategic place to enter and get our product to be known by Chinese consumers," he said, adding that his company hopes to find potential partners to further grow in the Chinese market.

While the expo kicked off on Monday, the first coffee shop jointly operated by Kapal Api and Mushan Coffee, a local coffee brand, officially opened in Haikou.

"This is the beginning of cooperation between Kapal Api and the local coffee industry, and we hope to further expand the Chinese market through the cooperation, "said Jiang, the marketing manager.

Li Changjian, general manager of Hainan Nongken Mushan Coffee Company, expressed hopes that by cooperating with Kapal Api, Mushan can further explore the coffee industry and promote sales in the international market.

"Kapal Api has a strong industrial foundation and supply chain, while we have plantations, factories, and related supporting facilities, so Kapal Api and our company can benefit from complementary advantages," Li said.