On 26 February 2021, the Indonesian Coffee Promotion 2021 was successfully held jointly by the Indonesian Embassy in China, the Ministry of Foreign Affairs of Indonesia, the Consulates General of Indonesia in Shanghai and Guangzhou and the Indonesian Trade Promotion Centre in Shanghai. Mr. Teuku Faizasyah, Director-General of Information and Public Diplomacy of Ministry of Foreign Affairs of Indonesia, delivered welcome remarks. Mr.Djauhari Oratmangun, Indonesian Ambassador to China, delivered a keynote speech. Nearly 100 representatives of Indonesian government departments, diplomatic missions in China, business associations and enterprises were present online. Mr. Guo Chuanwei, Director of Trade and Investment Division of ASEAN-China Centre (ACC), attended the event online upon invitation.    

Director-General Teuku Faizasyah mentioned that Indonesia is one of the major coffee producers and exporters in the world. After the COVID-19 pandemic, Indonesia's coffee industry will usher in a strong recovery. Indonesian coffee industrypractitioners should fully realise and make good use of the huge potential of China's coffee consumption market, seize the opportunity of Indonesia's coffee diplomacy and deepen bilateral economic and trade cooperation. 

Ambassador Djauhari Oratmangun briefed on the bilateral relations between Indonesia and China, pointing out that the annual growth rate of coffee consumption in China is up to 30%. The rapid development of e-commerce platforms can greatly improve the Indonesian coffee sales in China. He suggested that the Indonesian coffee industrypractitioners should take into consideration factors such as language and culture, laws and regulations, and regional consumption habits, and be well prepared to compete with the existing domestic and foreign coffee brands in China, so as to develop the vast market in China.

At the conference, 11 Indonesian coffee manufacturers promoted their products. Representatives of Indonesian enterprises in China and Chinese import and export agents delivered speeches.

ACC assisted in inviting potential partners such as China Chamber of International Commerce (CCOIC) and China International Exhibition Centre Group Corporation (CIEC) to attend the event. In 2021, ACC will actively support the Indonesian Embassy in China in their Indonesian coffee marketing plan and further promote practical cooperation between Indonesia and China.