Kapal Api, one of Indonesia’s most iconic coffee brands, has unveiled Kapal Api Dicelup, a fresh innovation that reimagines how coffee can be enjoyed. Using a dip-bag format similar to tea bags, consumers can now prepare their coffee by simply steeping it in hot water — a convenient yet stylish twist captured in the playful campaign tagline #dicelupduluaja.
The product is available in two distinctive variants: Nusantara Roast, which celebrates the bold and earthy character of Indonesian coffee heritage, and Java Tilu, offering a smoother, balanced profile inspired by Java’s renowned coffee tradition. Together, they reflect Kapal Api’s ability to blend cultural authenticity with modern consumer needs.
By introducing dip bags, Kapal Api is expanding beyond its traditional instant and ground coffee formats, appealing to younger, urban consumers who value speed, portability, and simplicity. At the same time, the campaign positions coffee drinking as a lifestyle statement, aligning with the growing trend of beverages as expressions of identity and creativity. The use of Nusantara and Java in product naming reinforces Kapal Api’s deep roots in Indonesian coffee culture, while modernising its image for contemporary audiences.
This format represents an affordable luxury, offering consumers a premium coffee experience in a convenient dip-bag rather than a drip-bag, which is typically associated with higher-end brewing. The innovation makes premium coffee rituals more accessible.
