Combining the sensation of enjoying coffee directly from the source with the natural beauty of the village is not just a new lifestyle, but also an innovative strategy in boosting the village economy and environmental preservation. This is what underlies the birth of digital coffee shops in coffee-producing tourist villages, especially in East Java which is rich in natural and cultural potential.
Seeing this opportunity, the Universitas Brawijaya team led by Prof. Luchman Hakim (FMIPA), together with Dr. Candra Dewi (FILKOM), Dr. Edriana Pangestuti (FIA), Dr. Wenny Bekti S (FTP), and students from various faculties, launched a digital coffee shop innovation targeting coffee-producing villages, such as Secang, Kalipuro Banyuwangi.
This initiative is part of the DIKST program which began in late 2024 and has received a warm welcome from the community and local partners.
“Amidst the growing coffee and café industry, our challenge is to integrate information technology, hospitality, and post-harvest education in one ecosystem,” explained Prof. Luchman.
QR Code Technology: More Interactive Coffee Education
One of the main breakthroughs of this innovation is the application of QR code labels to various types of coffee available at the digital shop. By scanning the QR code, visitors can directly access complete information about the origin of coffee beans, flavor profiles, post-harvest processes, and biodiversity that grows in the coffee plantation environment.
In this way, tourists not only enjoy a cup of coffee, but also learn about the coffee ecosystem as a whole. This is considered to be able to enrich the tourism experience and increase visitor satisfaction.
In order for this innovation to be sustainable, UB lecturer team is also actively providing intensive training to local cadres, such as village youth and farmer groups, who are interested in developing digital coffee shops. As a result, active collaboration has emerged with communities such as the Merdeka Ecoliteracy Markas and Kembang Galengan, which have previously received training in the field of tourism interpretation and hospitality.
Educational and Attractive Coffee Tourism
The trial of foreign tourist visits in Kalipuro showed encouraging results.
The educational coffee tourism program, which includes visits to the plantation, observation of the post-harvest process, and interactive technology-based coffee sessions, has been proven to improve the quality and value of tourist visits.
“This digital coffee shop is not just a place to drink coffee, but a gateway for tourists to get to know the richness of local life and culture,” said Imron, one of the managers of the Merdeka Ecoliteracy Headquarters
The partners are also optimistic that this innovation is a strategic step in developing coffee-based tourist villages, as well as an important means to increase coffee literacy, expand the local market, and create sustainable tourism. (KAN/UB PR/ Trans. Iir)
