Coffee has become a lifestyle, young generation looking for practical and quality coffee

Illustration of drinking coffee at a coffee shop. (doc. Zus Coffee)

JAKARTA - Coffee shops have evolved into a part of lifestyle, a place to work, socialize, and enjoy a moment in the midst of a busy city routine.

It's no wonder that the trend of specialty coffee is increasingly popular, especially among young people who want a practical coffee experience with quality taste.

Seeing this trend, the Southeast Asian coffee shop network, ZUS COFFEE, is preparing to enter the Indonesian market through a partnership with Kapal Api Group. The presence of this coffee brand adds to the choices for urban coffee lovers who are now increasingly accustomed to making coffee as part of their daily routines.

Founded in Kuala Lumpur in 2019, this coffee outlet has grown quite quickly in a number of Southeast Asian countries such as Malaysia, Singapore, the Philippines, Brunei, and Thailand. By 2025, this network has more than 1,000 outlets globally.

"Indonesia has always been an important market for us not only because of its rich coffee heritage, but also its dynamic and rapidly growing consumer environment," said Chief Operating Officer of the Zus Coffee Group, Venon Tian, in a statement, Thursday, May 21.

This coffee shop carries a concept of technology-based services through a digital application that integrates ordering, payment, and customer loyalty programs in one platform. This system is designed to provide a more practical experience for consumers who have high mobility.

The use of technology is also applied to help the operations of the baristas or so-called "Zuristas" so that the process of serving drinks becomes faster and more efficient.

In terms of menu, there are also various coffee options that are tailored to the tastes of the Southeast Asian market. Some of the menus that will be available in Indonesia include Americano, Latte, to Spanish Latte which is one of its popular products globally.

"This brand is also known for presenting menus inspired by local tastes in each country, such as Gula Melaka Latte in Malaysia, Ube Latte in the Philippines, to Thai Milk Tea in Thailand," added Venon.

Consumers can also adjust their beverage choices through the app, ranging from sweetness levels, milk types, to the coffee mix used.

The expansion to Indonesia is also accompanied by collaboration with local coffee industry players. One of them is with Taufan Mokoginta, an Indonesian coffee roaster who has won the World Coffee Roasting Championship in Taipei.

The collaboration will present a blend of coffee and special drinks for the Indonesian market. In addition to expanding the market, the presence of a new coffee shop is also considered to encourage the development of the local coffee culture, including opening opportunities for collaboration with suppliers and labor in the national coffee industry.

Its first store in Indonesia is scheduled to start operating at Puri Indah Mall, Jakarta, by the end of May 2026.