Collection: Madsan 🇮🇩

Indonesia is the world's fourth-largest coffee producer, yet its specialty roasters are still rare on European shelves. Madsan is one of the first setting out to change that. Founded in 2020 in South Jakarta by Ahmad Baagil, known as Sani, the house has given itself an explicit mission: to become a credible international ambassador for the best Indonesian coffees, using the codes of European specialty coffee, light roasting, omni roast, transparency about the farms. What makes Madsan unique is this double perspective, that of an Indonesian trained in Europe who came home with the standards of Berlin roasteries and direct access to producers in Sulawesi and Sumatra.

That was not Sani's plan. He left Indonesia to study law in Germany, and it was there, far from the plantations, that coffee took over. He took a roasting course in Copenhagen, the city that shaped the Nordic style of light roasting, then joined Five Elephant in Berlin, one of the benchmarks of German specialty coffee. Madsan was born in 2020, while Sani was still in Europe, as a nano-roastery and lab equipped with a single Ikawa Pro V3, a sample roaster handling a few dozen grams, initially focused on rare South American selections. In 2022, he moved back to Jakarta for good to devote himself to Madsan full time.

Cipete, a Diedrich IR-5 and Lots from Enrekang

The roastery is in Cipete Selatan, in the Cilandak district of South Jakarta. The Ikawa has made way for a Diedrich IR-5, a five-kilo drum roaster on which Sani roasts on Tuesdays and Thursdays, in small batches, so that he only stocks what will be drunk fresh. The profile is a Scandinavian-inspired omni roast, a single light roast level designed to work as filter and as espresso, letting the clarity of each origin come through rather than the roaster's signature. At weekends, from 8am to 2pm, the roastery becomes a brew bar where Sani himself prepares and serves the coffees, which is still the best way to understand what he is looking for in a cup.

The sourcing tells the story of the project. On the Indonesian side, Madsan works with Typicas from Enrekang, in South Sulawesi, both washed and anaerobic natural, and a natural from Alam Koerintji, in the Kerinci highlands of Sumatra, with notes of tropical fruit and lychee. On the Latin American side, the selection is that of a lover of competition lots: Sidras and Typica Mejorado from Juan Peña's Hacienda La Papaya in Ecuador, some of them aged in oak barrels, a honey Geisha and an anaerobic Typica from Hacienda San Isidro Labrador in Costa Rica, a Cup of Excellence-winning farm, as well as coffees from Mexico, Panama and Ethiopia. The black and white photos on the website, taken on the drying patios of partner fincas, make it clear that these relationships are built on the ground. The house blend, Conflation, serves as the everyday espresso.

Copenhagen, Tokyo, Jakarta

Madsan sought international exposure early on. In 2024, the house hosted public cuppings at World of Coffee in Copenhagen and then in Tokyo, and in 2025, when World of Coffee was held in Jakarta for the first time, it teamed up with Brewers Cup champions to serve its coffees. In June 2026, the Alam Koerintji natural featured in The Coffeevine's box, alongside European roasters such as Lykke and Paloma. For a nano-roastery in South Jakarta, that is exactly the ambassador role Sani had set himself: letting the world taste the best Indonesia can produce when it is roasted with the same care as a Costa Rican Geisha.