Coffee as Indonesia's Tool for Nation-Branding and Public Diplomacy

What comes first to your mind when you hear the word 'coffee'?
Or more precisely, what country comes first?

Photo credit: @tiarautm's Instagram

You might think some, like Brazil. Sadly, Indonesia rarely comes to mind, even though it is one of the world's largest coffee producers. The foreign public is more familiar with the specific regions where the beans come from, such as Java, Toraja, or Sumatra coffee. For instance, generally, Americans use the word 'Java' to describe coffee from any origin. Indonesia is currently the fourth largest coffee producer in the world, after Brazil, Vietnam, and Colombia. Agriculture Minister of Indonesia, Mr Amran Sulaiman, has stated in 2017 that Indonesia is aiming to become the second.

Indonesia is starting to use coffee as a strategic diplomatic effort. The country to ever experience the so-called "Coffee Diplomacy" is Malaysia. Indonesia promotes its specialty coffee at the Indonesia-Serawak Coffee Festival that was held in Kuching, Malaysia, on July 28-30, 2017. The coffee presented at the event came from the country's best and finest coffee producers. The event is expected to become a regular event as the countries share similar taste and coffee culture. The use of coffee as Indonesia's tool for nation-branding can be considered as public diplomacy.

Hans Tuch (2005) defines public diplomacy as a government's process of communicating with foreign publics in an attempt to bring about understanding for its nation's ideas and ideals, its institutions and culture, as well as its national goals and policies. One of the three concepts related to public diplomacy is nation-branding. Nation-branding accentuates a country's identity and reflects its aspirations as well as promotes the country's image to the foreign public.

In the case of Indonesia's "Coffee Diplomacy", it is important to note that Indonesia conducts such diplomacy in order to create a good image for Indonesia as the heaven for both coffee connoisseur and producers. The growth of global coffee consumption, mostly among Millennials, has led to betterment of coffee itself. Indonesia is home to many variety of quality coffee and is increasing the production to one million ton last year. The 'coffee diplomacy' must be supported by the government and the people so Indonesia can gain the reputation as a country with the best and high quality coffee.

References:
Hariyadi, Didit. (August 1, 2017). Indonesia Aims to Become World Largest Coffee Producer. Tempo. Retrieved from https://en.tempo.co/read/news/2017/08/01/056895984/Indonesia-Aims-to-Become-World-Largest-Coffee-Producer on January 1, 2017.
Jakarta Globe. (August 6, 2017). Indonesia Conducts 'Coffee Diplomacy' in Malaysia. Jakarta Globe. Retrieved from http://jakartaglobe.id/features/indonesia-conducts-coffee-diplomacy-in-malaysia/ on January 1, 2017.
Melissen, Jan (ed). (2005). The New Public Diplomacy: Soft Power in International Relations. New York: Palgrave Macmillan.
The Place Brand Observer. (May 31, 2016). Gadis Ranty on Public Diplomacy, Coffee and Indonesia as Country of Origin. The Place Brand Observer. Retrieved from http://placebrandobserver.com/public-diplomacy-coffee-indonesia-country-of-origin/ on January 1, 2017.