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Jakarta Post

Java project: A case study of place branding

  • Gadis Ranty

Jakarta   /   Sat, May 14 2016   /  07:36 am

After gaining a big name in the coding world, “Java” has become a generic term for coffee of any type and origin.

In April, Washington state finally declared coffee the official state drink. The bill followed a grassroots campaign called #WA4JAVA built since 2011.

During the US primary election season, Java Joe’s in Des Moines and Bongo Java’s Fido in Nashville were thrust into the US media limelight when Donald Trump and Hillary Clinton reached out to voters by visiting the coffee shops. Many other coffee shops and roasting companies throughout the US are named after Java.

But does such labeling increase “Java” exports from Indonesia to the US as a prominent market for Indonesian coffee? Not necessarily. There is a weak causal relation between the labeling and export volume, if any. What’s missing here is knowledge and acknowledgement.

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