Inbizzy, Jakarta, Indonesia – PT Perkebunan Nusantara I (PTPN I) has officially launched the export of its Premium Malabar Tea to international markets, marking a significant milestone in introducing Indonesia’s premium tea products to the global stage. Sourced from the highlands of Malabar in North Sumatra, this distinctive tea is gaining recognition for its unique taste and high quality. This export initiative signals a resurgence of Indonesian tea, enhancing its competitiveness in the global market.

The Uniqueness of Premium Malabar Tea: From Cultural Heritage to International Quality

Premium Malabar Tea is renowned for its smooth flavor and fresh aroma, setting it apart from other teas worldwide. The Malabar highlands, rich in volcanic soil, produce some of the finest tea leaves. This tea not only excels in flavor but also reflects Indonesia’s rich cultural heritage. The concept of “heritage of pride” attributed to Premium Malabar Tea elevates it from being a simple beverage to a symbol of national pride.

Expanding Export Markets: Focus on Europe, Southeast Asia, and Beyond

Premium Malabar Tea will be exported to key markets in Europe and Southeast Asia, targeting countries with high demand for premium-quality tea. Japan and Malaysia are the first markets, given their long-standing history of high tea consumption. Europe, with its increasing demand for organic and environmentally friendly products, presents a promising potential market that is expected to continue growing.

According to Teddy Yunirman Danasa, CEO of PTPN I, “The export of Premium Malabar Tea is a strategic step to showcase that Indonesian tea can compete on an international level. We hope this opens the door for further expansion into major markets such as the United States and China.” As stated in the official press release from PTPN I on Sunday, July 6, 2025, he added, “We are optimistic that Premium Malabar Tea will be well-received in global markets, and this move demonstrates that Indonesian agricultural products have the competitive quality to stand out internationally.”

Teddy Yunirman Danasa also emphasized, “This achievement is the result of hard work and commitment from all parties involved, from tea farmers to the workforce at PTPN I. We are dedicated to continually improving the quality and sustainability of our tea production while supporting local farmers to access broader global markets.”

Certifications and Quality Standards Recognized Worldwide

Before being exported, Premium Malabar Tea has met various international certifications to ensure its quality and sustainability. The tea carries organic, fair trade, and halal certifications, ensuring that it is safe for consumption, produced sustainably, and supports the welfare of local farmers.

According to data from the Indonesian Tea Industry, Indonesia produces over 160,000 tons of tea annually, with North Sumatra being one of the largest tea-producing regions in the country. In 2024, Indonesia’s tea exports reached over USD 150 million, highlighting the country’s growing potential in the global tea market.

Strategy for the Future: Market Expansion and Product Innovation

Looking ahead, PTPN I plans to increase production capacity and expand its distribution network to larger markets such as the United States and China. Additionally, the company will continue to develop other premium tea products, including flavor variations and innovative packaging, to meet the evolving demands of global consumers.

In its efforts to introduce more Indonesian tea products, PTPN I also aims to raise brand awareness for Premium Malabar Tea in global markets, establishing it as one of the most recognized and respected tea brands worldwide. Teddy Yunirman Danasa further mentioned, “We are not just focusing on exports but also on continuously improving product quality in a sustainable manner, so Premium Malabar Tea can remain a top choice in international markets.”