Pandemic Hobby Turns into Profitable Coffee Business
What started as a pastime has become a significant source of income for Misye, the owner of Kopi Toejoean. This MSME (Micro, Small, and Medium Enterprise) has grown steadily and previously operated a cafe spot at the Rumah BUMN BRI Jakarta.
On Saturday, 6 June 2026, Misye was busy at a bazaar stall in Taman Ismail Marzuki, Central Jakarta, showcasing her business. She recounted her journey of establishing the coffee business from a home-based scale in May 2022. “In May 2022, during the pandemic, activities were restricted. My background was actually in education, running reading, writing, and English courses,” Misye explained.
The COVID-19 pandemic severely limited public movement, with work-from-home policies implemented across both private and government sectors, causing Misye’s tutoring business to halt. This led her to pursue her passion for coffee. She delved into everything related to the craft, undergoing various barista training programmes, both free and paid. Through these training sessions, she expanded her knowledge of coffee varieties, such as Robusta and Arabica, and built a professional network that eventually encouraged her to start her own business.
Initially, the business was marketed via WhatsApp and social media, with products sent to friends. What began as a simple venture grew as orders increased. While she initially sold coffee in 205ml bottles, the business has since evolved. Through perseverance, the business has become a part of the Rumah BUMN BRI programme since 2024.
As a beneficiary of Rumah BUMN Jakarta, managed by BRI, Misye has gained vital skills, particularly in digitalisation. The programme provides MSMEs with training, incubation, and access to capital and markets. From the Rumah BUMN centre in West Jakarta, Misye learned about using AI, graphic design for packaging, photography, and financial reporting—essential tools for competing in the digital age against younger, tech-savvy entrepreneurs.
Furthermore, Rumah BUMN provided a physical platform for her to sell products through a dedicated cafe spot for curated MSMEs, which she occupied for one year. This exposure increased her brand recognition, leading to regular orders from various corporations.
Currently, Kopi Toejoean generates a monthly turnover of between Rp 20 million and Rp 25 million. The business operates from a production house in Joglo, West Jakarta, focusing on a ‘to-go’ model. Misye employs one barista and an administrator, and she also collaborates with vocational school students who serve as her creative team, managing Instagram, TikTok, and the website. Misye hopes to continue growing her business and inspire a new generation of talented baristas.