Jakarta, 24 June 2026 – Fore Coffee, one of Indonesia’s leading coffee chains with more than 300 outlets across the archipelago, today officially announced the appointment of four new Brand Ambassadors through its latest campaign, “Setiap Fore Punya Cerita (Every Fore Has a Story)”. The four selected figures are Sheila Dara, Afgan, Baskara Mahendra, and Syifa Hadju – names widely recognized in Indonesia’s entertainment industry, who are also real customers of Fore Coffee.
Real Customers, Authentic Faces
The appointment of these four Brand Ambassadors is not merely a strategic decision, but an organic step born from their genuine proximity to the Fore Coffee brand. Sheila Dara as an actress, Afgan as a singer and songwriter, Baskara Mahendra as an actor, and Syifa Hadju as an actress were chosen because they have long been true customers of Fore Coffee. Their authentic love for Fore Coffee’s products becomes the main focus of this latest campaign.
The “Setiap Fore Punya Cerita” campaign is designed to celebrate the diverse stories and moments created with every sip of Fore Coffee’s signature beverages. Through these four new faces, Fore Coffee invites Indonesians to continue sharing their own stories over their favorite cup of coffee
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Fore Coffee Brand Ambassador: Turning Customer Voices into Action
Through its expansion across major cities as well as tier 2 and tier 3 cities in Indonesia, Fore Coffee has successfully strengthened its position as a leading destination for contemporary coffee. Fore Coffee is widely known for its iconic menu offerings, including Butterscotch Sea Salt Latte, Kopi Dari Tani, and Berry Manuka Americano – creations that have captured the hearts of many Gen Z and Millennial customers across Indonesia.
Fore Coffee’s growth is reflected not only by its outlet expansion, but also through its increasing brand awareness year after year, supported by stronger organic word-of-mouth amongst loyal customers.
“This success is measured by the growth of Brand Awareness, which continues to increase every year, followed by organic WOM (word-of-mouth), as a tangible company asset. The appointment of these Brand Ambassadors is a strategy that has grown naturally from the brand, because they are part of the millions of Fore Coffee’s loyal customers,” said Matthew Ardian, Chief Marketing Officer of Fore Coffee.
Sheila Dara, actress and Brand Ambassador of Fore Coffee, shared that her coffee journey began with a glass of Berry Manuka Americano. For Sheila, who is sensitive to products containing milk, Fore Coffee became an entry point that introduced her to the world of coffee in a way that felt comfortable and enjoyable.
“Fore became my gateway to start enjoying coffee. It began with curiosity, then grew into an experience that felt warm and familiar, like coming home,” said Sheila.
Meanwhile, Afgan, singer, songwriter, and Brand Ambassador of Fore Coffee, brings a story about career celebration and the energy behind the stage. As a loyal customer, Fore Coffee has become part of his routine, even accompanying moments of preparation with his team before performing.
“Fore Coffee serves as a mood booster for me and my team, helping us feel more energized before going on stage,” said Afgan.
A different story comes from Baskara Mahendra, actor and Brand Ambassador of Fore Coffee, who sees Fore Coffee as a consistent travel companion. In his dynamic daily life, moving from one place to another, Fore Coffee has become the consistent choice he needs, especially when traveling.
“Wherever I go, Fore Coffee is always there. When I’m traveling, at the airport, the first thing I look for is Fore Coffee. When I arrive at my destination city, it’s Fore again. Because Fore Coffee is everywhere, it always feels consistent wherever I go,” said Baskara Mahendra.
For Syifa Hadju, actress and Brand Ambassador of Fore Coffee, Fore Coffee is part of a story filled with family and warmth. It became a meaningful part of her special day, shared with the people who made the moment even more memorable and heartfelt.
“Fore Coffee became a companion on my happy day with my closest family, making everything feel warm and meaningful,” added Syifa Hadju.
According to Matthew, the four Brand Ambassadors were chosen not only to represent Fore Coffee, but also to reflect the diverse stories and moments behind every cup of coffee. He believes that coffee is a product closely connected to everyday life and often linked to the consumers’ emotional needs.
“We believe every Fore has a story. That is why we always listen to inputs from our customers and our community. One example is Starrycano, an Americano menu with a touch of starfruit that has become a favorite for many. After receiving a lot of feedback, including from Baskara Mahendra, we decided to bring it back. Today, Starrycano is officially available again at all Fore Coffee outlets as a form of appreciation for the stories and voices of our customers,” said Matthew.
With the presence of Sheila Dara, Afgan, Baskara Mahendra, and Syifa Hadju as Brand Ambassadors, Fore Coffee hopes to further strengthen its relationship with its growing customer community across Indonesia. These four figures are not merely the faces of a campaign, but a bridge between the brand and the millions of people who make Fore Coffee part of their life stories every day.
“We want every customer to feel that their voice is heard and that their story matters. The presence of these Brand Ambassadors is an open invitation for all Fore Friends to continue sharing, because in the end, Fore Coffee is not only about coffee. It is about the moments, connections, and stories we create together,” Matthew concluded
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PT Fore Kopi Indonesia, Tbk (FORE) – Company Information
Established in 2018, PT Fore Kopi Indonesia Tbk (FORE) is a leading F&B group managing the Fore Coffee and Fore Donut brands. The Company has proven a highly scalable business model targeting the Premium Affordable segment, marked by its swift expansion to 300 outlets across over 50 cities in Indonesia and Singapore.
FORE has pioneered a new culture, making premium quality local Indonesian coffee accessible. Its commitment to the local coffee ecosystem is exemplified by product lines like ‘Kopi dari Tani’ (Coffee from Farmers) and ‘Aren Latte’ (Palm Sugar Latte), which utilize materials sourced directly from local farmers and MSMEs. Furthermore, the company champions environmental sustainability through reusable cups and dedicated in-store recycling collection points for used packaging.
The IPO in April 2025 successfully raised over IDR 353 billion. The net proceeds of over IDR 337 billion are strategically allocated to funding the development of up to 140 new Fore Coffee outlets, 30 new Fore Donut outlets, and for essential working capital, securing its path for future dominance.
Media Contact Information:
Email: corporate.communication@fore.coffee
Website: www.fore.coffee
