BALI, INDONESIA: Expat. Roasters is celebrating a major milestone this year as it marks 10 years since opening its doors in 2016. Under the anniversary theme “A Decade Well Brewed”, the specialty coffee brand is taking customers on a nostalgic journey back to the year it all began, bringing together coffee, community, memories and the people who have been part of the journey.
Rather than celebrating with a single anniversary event, Expat. Roasters has developed a month-long programme inspired by 2016. The campaign, “Welcome Back to 2016”, revisits the music, films, menus, people, products and early memories that shaped the brand, while introducing a new generation of coffee drinkers to the story behind Expat. Roasters.
A Celebration Inspired by 2016
The anniversary campaign looks back at the year Expat. Roasters was born, using nostalgia as a way to reconnect with long-time customers and share the brand's origins with newer guests.
Throughout the campaign, customers are invited to remember what life was like in 2016, from the music that filled playlists to the films that dominated cinemas. The campaign also brings back visual elements from Expat. Roasters' early years, including old uniforms, menus, Instagram posts, coffee packaging, the first team, the first customer and the first latte art.
One of the central anniversary activities is the “Throwback” content series, which explores the brand's firsts, including its first Brew Bar, the night before the first coffee was served, the first farm relationships, the Expat. handshake, the Seminyak neighbourhood and the evolution from the first roastery to the business it is today.
Ten Years, Ten Days of Hunting the X
One of the most interactive anniversary activations is Hunting the X, running from 1 to 10 October. Each day, customers receive a new clue through social media directing them towards a hidden “X” inside an Expat. Roasters Brew Bar.
Guests who find the hidden X can scan a QR code and enter their details along with the code they discover. The anniversary hunt gives customers the chance to win coffee and 10-year anniversary merchandise, turning the anniversary into an experience that can be enjoyed directly inside the Brew Bars.
The final day brings an additional surprise, with customers encouraged to unlock the final clue and quote the secret code word to their barista for an instant anniversary surprise.
Returning to Where It All Started
On 1 October, Expat. Roasters marks the beginning of its anniversary month with a special celebration at Petitenget Brew Bar, the place where the story began.
The event, themed “Where It All Started: Coffee, Cake & Coffee Ink”, combines coffee, cake and nostalgic experiences. Guests can expect throwback-inspired details including 2016 playlist cards, while regular customers are invited to share their memories of Expat. Roasters for the anniversary story series.
The celebration also features a cake-cutting moment, merchandise raffle and complimentary coffee activities. Adding a creative twist to the day, a coffee-themed tattoo activation brings the anniversary concept into a more personal and unexpected space.
Celebrating Coffee Through Competition
The anniversary programme also puts coffee professionals in the spotlight. The Best of Expat. Latte Art Showdown celebrates baristas from Expat. Roasters' wholesale partners across Indonesia, recognising the people who serve Expat. coffee every day. The competition is designed to bring participants together through latte art, with finalists competing for prizes, trophies and recognition.
Another major coffee-focused activation is the Roasters Smackdown, bringing Bali's roasters together to explore how different roasting approaches can transform the same coffee.
Participants receive the same coffee and develop their own roasting profile before submitting their final roast for side-by-side cupping. The event celebrates the creativity and technical skill behind roasting while demonstrating just how many possibilities can come from the same green coffee. The main event is scheduled at Expat. Roasters Petitenget and is open to the public.
Looking Back While Brewing Forward
At the heart of the 10th anniversary is a simple idea: celebrate where Expat. Roasters came from while looking ahead to where the next decade could lead.
The anniversary documentary concept follows this same journey, moving through five chapters covering the brand's origins, local farms and beans, the evolution of roasting, products and customers, before closing with a look towards the hopes and ambitions for the next decade.
From throwback menus and 2016 playlists to hidden X challenges, coffee competitions, customer stories and the launch of X Rewards, A Decade Well Brewed is ultimately a celebration of more than coffee.
It is a celebration of the people, places, routines and memories that have shaped Expat. Roasters since 2016.
Ten years on, the story continues to be brewed one cup, one customer and one coffee experience at a time.
Good Coffee All Around.