JAKARTA - Behind a cup of coffee enjoyed every morning, there is a long journey that starts from coffee plantations in various parts of Indonesia. Starting from Mandailing, Karo, Lampung, Temanggung, Ijen, Flores, Bali, Toraja, to Papua, each region has its own distinctive taste that is part of the wealth of Nusantara coffee. For Sakha Coffee Roastery, presenting this wealth to more people is the main reason why this business was built.
Starting from Belief in Indonesian Local Coffee
Founded in 2018 in Bekasi, Sakha Coffee was born from the experience of its founder who had worked in an international roastery. This experience instilled the belief that Indonesian coffee has quality that can compete with products from various countries. Armed with closeness to coffee farmers in Aceh, Sakha Coffee began to build a business with a focus on presenting quality Indonesian origin coffee that is easily accessible by the public.
However, building a local coffee brand is not an easy journey. Fluctuations in prices due to currency exchange rates, rising packaging costs, and climate change affecting harvests are challenges that continue to be faced. On the other hand, introducing products to consumers in the midst of increasing choices is also a job in itself.
Interestingly, Sakha Coffee actually sees the increasing number of local roasters as an opportunity to work together to strengthen the Indonesian coffee industry, not just competition.
When Content Helps Local Coffee Be Found by Consumers
The journey began to enter a new phase when consumer behavior changed. As the trend of home brewing and increased coffee consumption at home develops, more and more people are looking for references through digital content before buying coffee.
Since its inception, Sakha Coffee has used Tokopedia and TikTok Shop to reach customers from various regions in Indonesia. Now, about 40 percent of Sakha Coffee's total sales come from these two platforms, making it one of the company's main sales channels.
Not only expanding the market reach, content also changes the way Sakha Coffee interacts with customers. Through short videos, LIVE Shopping, and collaborations with creators, people not only buy coffee, but also get to know the story behind each Indonesian coffee origin, brewing method, to the taste of each product.
Interestingly, the LIVE Shopping session also attracted the attention of business actors such as coffee shop owners who made purchases for their business needs. This experience shows how content not only connects sellers with consumers, but also opens up new opportunities for business actors.
"Tokopedia and TikTok Shop help us reach more customers across Indonesia. Most importantly, we can tell the origin of each coffee to consumers through content and LIVE Shopping. When people understand the story behind the product, they not only buy coffee, but also appreciate the journey behind it," said Teuku Andi Nova Reza, Founder of Sakha Coffee Roastery.
Growth that Flows to Farmers and Communities
One of the most memorable moments for Sakha Coffee was when it participated in the #BeliLokal Tokopedia and TikTok Shop programs. During the campaign, Sakha Coffee sales increased by 60 percent compared to normal days.
Among the various collaborations that have been carried out, the exclusive launch of Excelsa coffee from Sumedang is one of the most proud. The coffee variety, which only accounts for about 2 percent of the world's coffee production, has sold out, introducing one of Indonesia's coffee riches to more people. However, for Sakha Coffee, success does not stop at increasing sales.
Starting from a small team consisting of only five people, Sakha Coffee has now grown into a company that opens up job opportunities for more than 100 people. This growth includes office, production and packaging teams, to LIVE Shopping hosts who are part of Sakha Coffee's business journey, ranging from office, production and packaging teams, to LIVE Shopping hosts. The company also partners with coffee farmers from various regions, including Mandailing, Karo, Lampung, West Java, Temanggung, Ijen, Flores, Bali, Toraja, and Papua, so that more and more harvests of Nusantara coffee can reach consumers throughout Indonesia.
"For us, when people choose local coffee, they are not just buying a product. They also support Indonesian coffee farmers, open up job opportunities, and encourage more local business actors to continue to grow. That is the impact we are most grateful for," added Teuku.
#BeliLokal Opens Opportunities for More Indonesian MSMEs
The story of Sakha Coffee is one example of how the #BeliLokal program helps local products grow through the Tokopedia and TikTok Shop ecosystems.
As of the first quarter of 2026, this program has supported more than 20,000 selected local sellers. The number of sellers who joined increased by 30 percent compared to the previous year, while the number of Indonesian Made product listings grew 44 percent to approach 2 million products, reflecting the increasing public interest in local products.
"The story of Sakha Coffee shows that when local products are easier for consumers to find, the benefits do not stop at business growth. Behind it there is employment that is created, farmers who have access to wider markets, and a stronger local supply chain. Through #BeliLokal, we want more Indonesian MSMEs to have the opportunity to grow while providing a positive impact on the surrounding community," said Vonny Ernita Susamto, Senior Director of Tokopedia and TikTok Shop Indonesia.
As part of this commitment, Tokopedia and TikTok Shop continue to present various initiatives to strengthen the capacity of MSMEs. Since 2024, the Waktunya STARt Go Digital program has trained more than 4,800 MSMEs, creators, and affiliates, with more than 77 percent of participants coming from outside Jabodetabek. Tokopedia and TikTok Shop also continue to collaborate with various ministries and government agencies to expand the digitization of MSMEs through training, creator development, and various empowerment programs in various regions.
Bringing Indonesian Coffee to a Wider Market
For Sakha Coffee, this journey is still long. In the future, the company hopes that more Indonesian origin coffee can be known, not only by people in the country, but also in the international market.
This spirit is in line with the commitment of Tokopedia and TikTok Shop through #BeliLokal to help more local products grow, reach a wider market, and bring benefits that are not only felt by business actors, but also by farmers, workers, partners, and communities throughout Indonesia.
Because in the end, when more and more people choose local products, it grows not only as a business but also as an ecosystem that supports many people.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
