Jakarta, July 16, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, commended the launch of Cublak Suweng, the latest coffee variant introduced by Roemah Koffie. The Deputy Minister emphasized that the culinary subsector, including coffee, remains one of the key strengths of Indonesia’s creative economy.
Deputy Minister of Creative Economy, Irene Umar, attends the launch of Cublak Suweng at Roemah Koffie PIK 2 in Tangerang, Banten, on Thursday (July 16, 2026).
“Roemah Koffie has done something truly remarkable by presenting compelling storytelling—not only through its coffee beans but also through the cultural stories behind them. This cultural uniqueness is our greatest strength in bringing Indonesia’s name to shine on the global stage,” said the Deputy Minister while attending the launch of Cublak Suweng at Roemah Koffie PIK 2, Tangerang, Banten, on Thursday (July 16).
The event, themed A Cup of Meaning and Reflection, introduced Cublak Suweng as a signature coffee blend inspired by the warmth of a traditional children's game and the well-known folk song from Central Java about the search for true happiness. This philosophical meaning is reflected through a balanced composition of 50 percent Temanggung Robusta and 50 percent Gayo Arabica, symbolizing the harmony between the bold bitterness of robusta and the aromatic complexity of arabica.
According to the Deputy Minister, this narrative strength represents the very essence of the creative economy by encouraging collaboration across creative subsectors. The launch event itself offered an engaging experience through a combination of traditional theatrical performances, a packaging-signing ceremony, and a communal singing session, creating a memorable multisensory experience for visitors.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
The culinary subsector continues to demonstrate significant potential, contributing 41.06 percent to Indonesia’s creative economy in 2025 while attracting investment valued at Rp29.57 trillion. This strong performance is further reflected in its growth rate of 8.44 percent and export value, which reached US$720.8 million during the January–November period.
“Through the spirit of collaboration, a commitment to continuous learning, and a deep passion for coffee, let us work together to bring this local product to the international stage without losing sight of Indonesia’s cultural roots. Guided by sincerity and compassion, let us build a coffee diplomacy that makes Indonesia proud and brings the warmth of our nation to the world,” the Deputy Minister said.
Roemah Koffie is no stranger to the Ministry of Creative Economy. Since May 2025, both parties have collaborated on various initiatives, including the launch of Nusantara coffee variants such as Rambadia, Anak Daro, and Coco Coffee; support for food trucks at various festivals; recommendations for delegation visas to the World Coffee Madrid event; the placement of the EKRAF logo on coffee bean packaging and capsule machines; as well as participation in the international MASA exhibition at Gardens by the Bay, Singapore.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
Moving forward, this partnership will continue to be strengthened through a long-term commitment to supporting the welfare of coffee farmers at the upstream level through educational programs, while expanding downstream market opportunities by introducing innovative products inspired by Indonesia’s rich cultural stories to the global market.
“The sincere support from the Ministry of Creative Economy, together with Deputy Minister Irene Umar, has always been a guiding light for Roemah Koffie in preserving the nation’s cultural heritage. This strong partnership reinforces our commitment to bringing the noble stories of the Indonesian archipelago to the global stage through every cup of coffee,” said Roemah Koffie Chief Executive Officer Felix TJ.
Accompanying the Deputy Minister at the launch were Special Staff for Creative Economy Ecosystem Strengthening and Data Jago Anggara; Director of Culinary Romi Astuti; and Director of Advertising Andy Ruswar.
Kiagoos Irvan Faisal
Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
