Fore Coffee, Indonesia’s leading homegrown coffee chain, is proud to announce its participation in World of Coffee 2025, taking place from May 15 to 17 at the Jakarta Convention Center. This year, Fore Coffee is highlighting its four core missions: product innovations, barista empowerment, sustainable initiatives, and sharing the richness of the Indonesian Coffee culture with the world.
In its mission to empower baristas across Indonesia, Fore Coffee introduces “Discover the Unseen,” an initiative that spotlights emerging talent from across the archipelago. Under the guidance of Fore’s Chief of Coffee Innovation Mikael Jasin, champions from the annual Fore Grind Master competition will join hands with gifted baristas from various Indonesian cities whose local coffee shops have yet to receive widespread recognition. Through live demonstrations and interactive sessions, these artisans will share their signature brewing techniques, personal stories, and the cultural influences that shape every cup they serve.
“I’m dedicated to mentoring both championship-winning and grassroots baristas, building a community where every cup embodies the spirit of Indonesia,” said Mikael Jasin. “Empowering our baristas is central to my role as Chief of Coffee Innovation. It fuels creativity, drives new ideas, and strengthens our entire coffee culture.”
Each barista in the initiative was given the chance to showcase their creativity through original signature beverages, using beans they personally selected to reflect their individual style and background. Through these drinks, they share not only their technical skill but also the unique stories and traditions rooted in their local coffee communities. Alongside these custom creations, the baristas will also serve manual brews featuring Fore Coffee’s latest specialty lineup, now available at Fore Experience at Panglima Polim, South Jakarta.
This lineup includes four distinctive single-origin roasts, each chosen for its exceptional profile and provenance: Blueberry Blast (Melbourne Royal Bronze Medal), Bali Kintamani (AVPA Silver Medal), Flores Manggarai, and Gunung Cikuray (AVPA Silver Medal). Together, these beans represent the diversity and depth of flavor found across Indonesia’s coffee-growing regions, carefully curated to highlight the country’s rich coffee heritage.
Sustainability remains a core pillar of Fore Coffee’s ethos, and this commitment comes to life in “Behind the booth: Sustainability Story from Waste to Worth.” In collaboration with Setali Indonesia, Fore Coffee’s exhibition booth has been constructed entirely from 15kg of textile scraps, which include spunbond coffee bags returned by our customers as part of Fore Coffee’s ongoing #FOREsponsible campaign. This inventive design highlights Fore’s commitment to responsible business practices, demonstrating how circular-economy principles can transform potential pollutants into purposeful, eye-catching installations that tell a story.
Adding a ceremonial touch to the exhibit is the debut of “Aruna Tanah Rekah Ruah (A Tree of Light),” a tribute that celebrates the sacred journey of the coffee tree, from seed to soul—blending gratitude, joy, and a shared sense of purpose.
“I’m truly honored to be part of World of Coffee 2025 with Fore Coffee,” said Zevanya Lovise, one of the featured baristas in the Discover the Unseen initiative. “This experience has reminded me why I fell in love with coffee in the first place—the stories, the people, and the connections it creates. Being here has not only given me a chance to grow, but also to share a piece of my journey and show that everyone in the coffee community has something meaningful to offer.”
Fore Coffee’s presence at World of Coffee 2025 goes beyond showcasing innovation and products. It’s a celebration of barista empowerment and a call to inspire more sustainable practices across the global coffee industry. Together, let’s raise a cup to Indonesia’s vibrant coffee heritage and the bright future that lies ahead.
