“After returning from my studies in Australia, my best friend took me to visit a coffee plantation in Malang Regency. Seeing the incredible potential of its coffee and natural beauty, I was inspired with many ideas to develop local coffee in this region,” said Sivaraja (40), the owner of a well-known coffee shop in Malang, East Java.

Sivaraja is the owner of Amstirdam Coffee Malang, a well-recognized coffee roastery in the city. His journey began with a simple love for coffee during his studies in Australia. That passion eventually led him to dive deeper into the world of coffee, learning everything he could on his own. After completing his studies, he decided to venture into the coffee business. It all started in 2009 when he opened a coffee roastery. Over time, more and more customers requested to enjoy their coffee on-site. What began as just one person asking for a freshly brewed cup at the roasting facility quickly turned into a growing demand from many customers.

When Sivaraja first started his coffee roasting business, he was assisted by only three employees. At first glance, the name “Amstirdam” might sound foreign or Western, but the story behind it is deeply rooted in the local coffee culture of Malang Regency. The name was actually born from a discussion with local coffee farmers. Amstirdam is an acronym representing four sub-districts in Malang Regency: (Ampel Gading, Sumbermanjing, Tirtoyudo, and Dampit) all known for producing some of Indonesia’s finest robusta coffee. The term “Amstirdam” had already been in use among farmers in these areas, helping them communicate more easily within their community.

“I have a big dream to combine local coffee with Indonesia’s rich variety of spices, especially those from Malang Regency. The potential is massive if we truly realize it,” Sivaraja said enthusiastically, while showcasing several of his coffee shop branches in Malang.

Today, Sivaraja owns six coffee shop branches across Malang Raya. He believes that over the past four years, the coffee culture in Malang has grown rapidly, not just in terms of business potential but also in coffee appreciation. More people are becoming knowledgeable about what makes a great cup of coffee, distinguishing between high-quality brews and ordinary ones. After all, coffee itself changes in taste by the minute. Now, Amstirdam Coffee is a well-known name in Indonesia’s coffee scene, especially in Malang. Sivaraja has also made a name for himself as a respected international judge at both national and global coffee competitions.