Mikael Jasin

Mikael Jasin is Founder and CEO of So So Good Coffee Company and CATUR Coffee Company, and Chief of Coffee Innovation at Fore Coffee. His work in Indonesian coffee spans company building, product direction, and cup-facing craft, with an emphasis on practical decisions that can be carried by teams, service systems, and companies. Barista work in Australia gave him a foundation in repetition, extraction, service rhythm, and the immediate feedback of serving a drink to a guest.

In that setting, craft is built through small adjustments, tight timing, and the discipline of doing the same task well under pressure. That counter-level training remains central to his approach, even as his career expanded into leadership roles. Rather than leaving craft behind, he brought it into business structure, where standards must be built, carried, and maintained across different parts of a coffee operation.

At So So Good Coffee Company in Indonesia, Mikael Jasin holds responsibility for direction, quality culture, and the operating choices that shape coffee before it reaches the guest. His work sits between strategy and daily calibration, with quality read through detail and consistency. The Founder role at SSG Coffee Company sits alongside this current leadership, reinforcing a profile built around connected ventures rather than a single station or function.

Across those businesses, his focus remains on maintaining craft standards in different contexts while keeping the product at the center. At CATUR Coffee Company in Indonesia, he serves as Founder and CEO, staying close to both the business side of coffee and the drink itself. The role points to decisions that affect company direction, people, process, and service, all of which shape how coffee moves from idea to cup.

At Fore Coffee in Indonesia, he serves as Chief of Coffee Innovation, a remit that keeps innovation tied to fundamentals. In coffee, new ideas only matter when they remain connected to preparation, understanding, and the shared language between farmers, baristas, and guests. His view of coffee keeps that chain visible. He describes it as both craft and mission, a way to connect farmers, baristas, and guests through mindful preparation and shared experience.

He also frames coffee as more than a drink, calling it a moment to slow down and a chance to be fully present. These statements place his work within both industry systems and the individual act of drinking, linking operational leadership to human experience. Mikael Jasin’s profile is also identified through signature roasts Aji and Gesha, which mark his work through named coffees rather than abstract claims. His honors include Champion (2024), 7th place (2021), 1st place (2019), 4th place (2019), and 2nd place (2015), placing his work across multiple years of judged performance alongside his company and innovation roles. He describes himself as a coffee professional because his work spans very different parts of the industry.