PT Bank Tabungan Negara (Persero) Tbk (BTN) is expanding its business from housing finance to everyday consumer transactions through the coffee ecosystem. The strategy is part of BTN’s support for Indonesia Coffee Expo (ICX) Jakarta 2026, which will be held on September 4–6, 2026, at the Jakarta International Convention Center (JICC), Senayan (20/08).

ICX Jakarta 2026 is expected to attract more than 7,500 visitors and 75 brands, with potential transactions reaching Rp4 billion. BTN is using the event to increase digital transactions and expand its interaction with consumers and businesses in the coffee industry.

BTN Expands Beyond Mortgage Through Coffee Ecosystem

BTN President Director Nixon L.P. Napitupulu said the bank’s involvement in the coffee ecosystem is part of its Beyond Mortgage strategy. The strategy is aimed at maintaining relationships with customers after they have fulfilled their home ownership needs.

“Mortgages will continue and continue to grow. But after people own a home, their family’s needs continue. There is electricity, water, children’s education, shopping, and even buying coffee. Therefore, BTN must also be present in the daily transactions of families,” Nixon said at a press conference for ICX Jakarta 2026 in Jakarta on Thursday (20/08).

BTN said the coffee industry is an attractive ecosystem because it has become part of people’s lifestyles and has a long economic chain. The chain includes farmers, processors, roasters, distributors, coffee shops, baristas, MSMEs and consumers.

“Coffee today is not just a drink, but has become integrated with lifestyle. There are many communities, the ecosystem is large. We see that the market is large, the potential is large, it is very local, and it touches many MSMEs,” Nixon said.

ICX Jakarta 2026 Targets 7,500 Visitors and Rp4 Billion

ICX Jakarta 2026 will be the Jakarta edition of the 2026 event series, following events in Surabaya and Medan. The event is designed to bring together different parts of the coffee industry in one ecosystem.

PT Dyandra Promosindo Director Daswar Marpaung said ICX Jakarta 2026 will feature several activities, including Indonesia Barista Championship Region 1 – Jakarta, Brew Talks, Coffee Rave Party and Experience Bar.

“Indonesia Coffee Expo Jakarta 2026 is designed as a collaborative space capable of bringing together the entire coffee industry value chain in one ecosystem. We hope that ICX can continue to become a driver for the growth of Indonesia’s coffee industry, which is increasingly competitive at the global level,” Daswar said.

Coffee Becomes Part of a Growing Lifestyle

Specialty Coffee Association of Indonesia (SCAI) Chairman Daryanto Witarsa said the development of the coffee industry is increasingly connected to changes in people’s lifestyles, particularly among younger consumers.

“If we look at current trends, coffee has become a lifestyle. Many Gen Z and young millennials are our target. Therefore, from the branding side, we also have to adapt, how young people can join the coffee party together. That is what we are aiming for,” Daryanto said.

Daryanto said Indonesia has strengths in the diversity of its coffee origins and the talent developing in the coffee industry. He said ICX is expected to connect different parts of the ecosystem and create opportunities for collaboration, innovation and business.

balé by BTN Supports Daily Digital Transactions

BTN is using balé by BTN as a digital channel to increase retail transactions. Through its presence at ICX, the bank aims to expand the use of the platform within the lifestyle ecosystem.

During ICX Jakarta 2026, BTN will offer special programs for balé by BTN users. These include shopping vouchers for new customers, cashback for transactions using QRIS and BTN Debit Cards, and a prize draw with various rewards.

The programs are intended to enhance the visitor experience while encouraging the use of balé by BTN as part of everyday transactions.

PHOTO: BTN

This article was created with AI assistance.

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