<![CDATA[ABSTRAK Jepang dikenal sebagai negara dengan budaya konsumsi teh yang sangat kuat, namun dalam praktiknya Jepang juga merupakan salah satu konsumen dan importir kopi terbesar di dunia. Kondisi ini menjadikan pasar Jepang menarik untuk dikaji, khususnya dalam konteks ekspansi kopi Indonesia. Penelitian ini bertujuan untuk menganalisis mengapa kopi Indonesia memiliki permintaan yang tinggi di Jepang meskipun budaya teh masih dominan, serta menjelaskan peran diplomasi ekonomi berbasis komoditas dalam mendukung ekspansi tersebut. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif-analitis. Data diperoleh melalui wawancara dengan Kementerian Perdagangan Republik Indonesia, serta data sekunder dari Badan Pusat Statistik, ITC Trade Map, artikel berita, dan jurnal ilmiah yang relevan. Kerangka analisis penelitian ini menggunakan konsep diplomasi dengan turunan diplomasi ekonomi dan gastrodiplomasi serta konsep national branding. Hasil penelitian menunjukkan bahwa meskipun Jepang secara historis identik dengan budaya teh, terjadi pergeseran gaya hidup urban yang meningkatkan permintaan terhadap kopi specialty. Kopi Indonesia diminati karena keunggulan kualitas, keragaman varietas, serta narasi asal-usul produk yang sesuai dengan preferensi konsumen Jepang. Selain itu, diplomasi ekonomi Indonesia melalui promosi perdagangan, keterlibatan dalam Specialty Coffee Association of Japan, serta dukungan institusional seperti Indonesian House of Beans berperan penting dalam memperkuat citra dan akses pasar kopi Indonesia di Jepang. Penelitian ini menyimpulkan bahwa konsistensi permintaan kopi Indonesia di Jepang merupakan hasil interaksi antara dinamika konsumsi, keunggulan komoditas, dan strategi diplomasi ekonomi yang terintegrasi. ABSTRACT Japan is known as a country with a very strong tea culture, but in practice Japan is also one of the world's largest consumers and importers of coffee. This condition makes the Japanese market interesting to study, especially in the context of Indonesian coffee expansion. This study aims to analyze why Indonesian coffee is in high demand in Japan even though tea culture is still dominant, as well as to explain the role of commodity-based economic diplomacy in supporting this expansion. This study uses a qualitative method with a descriptive-analytical approach. Data was obtained through interviews with the Ministry of Trade of the Republic of Indonesia, as well as secondary data from the Central Statistics Agency, ITC Trade Map, news articles, and relevant scientific journals. The analytical framework of this study uses the concept of diplomacy with its derivatives of economic diplomacy and gastrodiplomacy, as well as the concept of national branding. The results of the study show that although Japan has historically been synonymous with tea culture, there has been a shift in urban lifestyles that has increased demand for specialty coffee. Indonesian coffee is in demand because of its superior quality, variety, and product origin narrative that suits Japanese consumer preferences. In addition, Indonesia's economic diplomacy through trade promotion, involvement in the Specialty Coffee Association of Japan, and institutional support such as the Indonesian House of Beans play an important role in strengthening the image and market access of Indonesian coffee in Japan. This study concludes that the consistent demand for Indonesian coffee in Japan is the result of the interaction between consumption dynamics, commodity advantages, and integrated economic diplomacy strategies.]]>
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