Young People's Coffee Trend Changes, Coffee Shops Can Be a Space for Working and Collaborating

JAKARTA - The culture of coffee among young people continues to change. If in the past the coffee shop was synonymous with a place to enjoy a cup of coffee, now its function is much broader.

Coffee shops have transformed into spaces for working, doing assignments, discussing, meeting clients, and gathering with the community.

It's no wonder that many young people spend hours at coffee shops, not just to enjoy the drink, but also to find an atmosphere that supports productivity and creativity.

This change in habits also affects the concept presented by various coffee shops. Now, not a few coffee shops are combining art, design, and collaboration with local creators to create an experience that is more than just enjoying coffee.

Visitors come not only to taste the menu, but also to enjoy the atmosphere, interact, and find inspiration from the space they occupy.

This phenomenon is reflected in Djournal's move to introduce the Djournal Monster Cafe concept at the Blok M Supermarket flagship store, Jakarta. Collaborating with Indonesian visual artists, Darbotz, the space is designed as a place that brings together coffee, art, and community in one creative ecosystem.

Dewa Gede Ari Sutrisna, Brand Marketing Manager Djournal said, through the latest collaboration between Djournal and Indonesia's renowned visual artist, Darbotz, street art is now brought closer to daily activities through functional items.

"We want people to start entering the art ecosystem from affordable products and daily wear," said Dewa Gede Ari Sutrisna, Brand Marketing Manager of Djournal.

Not only presenting art works in the room, the concept of modern coffee shops also began to pay attention to how visitors use every corner of the place.

Areas for working individually, holding small meetings, brainstorming, and gathering with friends are now an important part of the design of a coffee shop.

Apart from the atmosphere, the coffee trend also develops through the exploration of increasingly diverse menus. Many coffee shops have started to elevate local tastes in modern drinks, presenting a new experience without abandoning the identity of Indonesian coffee through the Djournal Monster Series.

This is a series of beverage creations that highlight the richness of Indonesian tastes through a more contemporary approach. As with Apple Pomelo Cold Brew, it presents a combination of the freshness of apples and grapefruit inspired by Malang Apples and Bali Grapefruit.

Enting Enting Latte elevates traditional Indonesian snacks through the taste of caramel nuts and sprinkles of enting-enting, while Enting Enting Chocolate provides a non-coffee alternative that combines chocolate, caramel nuts, and crunchy enting-enting texture as a new interpretation of local tastes.

"If you can pay attention, the combination of coffee with Apple Pomelo, Enting-Enting Latte, Enting-Enting Chocolate, these are taste notes that Indonesians like," said Dewa.

On the other hand, attention to the issue of sustainability is also beginning to become part of the development of the coffee industry. Several coffee shops now use coffee grounds waste as interior or decoration materials, showing that the culture of coffee is not only about taste and atmosphere, but also concern for the environment.

Together with the Bell Living Lab, the materials on the facade and bar area at the Blok M Jakarta Supermarket outlet utilize the results of transforming coffee waste into functional interior elements while having a strong visual character.

A total of 288.75 kilograms of coffee waste, equivalent to about 8,863 cups of coffee, was processed back into one of the main decorations of this room showing how material innovation can go hand in hand with functional and aesthetic design.

As part of this journey, Djournal also collaborates with Hydro Flask and Baller Indonesia to present limited edition merchandise ranging from tumblers, t-shirts, hats, stickers to electronic money cards that suit the needs of today's young people.

"We believe that a coffee shop today has a much broader role than just serving coffee. It can be a space that brings together ideas, creativity, community, and Indonesian talent. Through this step, we want to show that the quality of Indonesian coffee and the creativity of the nation's children have an equally strong place to be appreciated. We hope that Djournal will continue to be a space that inspires the birth of new works, conversations, and collaborations," said Bram Hendrata, CEO of ISMAYA Group.