Matcha To Coffee Culture, Local Drink Innovation Becomes A Trend Of Young People's Lifestyle

JAKARTA - In recent years, the culinary industry in Indonesia has shown rapid development with the birth of various trends closely related to the lifestyle of the younger generation.

The presence of coffee shops, dessert bars, and tea-based drinks and matcha is a magnet in itself, not only because of the taste, but also because of the experience offered.

For young people, enjoying their favorite drinks is now not just quenching their thirst, but part of social activity, style exploration, and atmospheric search that can tell stories.

This tendency makes many business actors continue to innovate in presenting new menus, presenting contemporary design places, to providing interactive experiences for customers.

One local brand, such as Excelso, captures this phenomenon as well as celebrates its 34th anniversary with the theme 34th Years of Brew Forward. The theme is an affirmation that innovation and sustainability are the key to remain relevant in the midst of the dynamics of the culinary industry which is rapidly changing.

In a series of celebrations, they also collaborated with Total Coffee Culture to strengthen the quality of coffee presentations through the use of international standard semi-automatic machines.

Cooperation withANGI is an important step for us to continue to provide world quality standards in every coffee served. We believe technological innovation will further strengthen the experience of our customers' coffee," said Liechar Solihin, Director of Excelso in his official statement.

Not only coffee, they also launched a new series of drinks titled Matcha Royale which uses a centemnial grade match. This menu comes with the concept of live presentation on the customer table, providing a personal touch that makes the experience of enjoying matcha feel more interactive.

The presence of this menu is in line with the global trend, where match-based drinks are increasingly popular because they are considered not only refreshing, but also have cultural and health values. Changes also appear in the updated atmosphere of outlets and barista uniforms that are designed more modern.

This touch is presented to create a fresh and comfortable atmosphere, as well as support coffee shops as a lifestyle space for young people.

"We've always wanted to bring something fresh to the customer. From the Matcha Series with a premium serving experience to a new outlet and more young and modern uniform display, all of which are part of our efforts to always be relevant to consumer trends and needs," added Liechar.

Despite their focus on menu innovation and customer experience, they also affirm their commitment to sustainability. Starting from the selection of more responsible raw materials to operational efficiency, all steps are directed to have a positive impact on the environment and society.

"For us, sustainability is not only a trend, but a responsibility. We want to ensure that every innovation step we take also has a positive impact on the environment and society," he concluded.