Redefining Manual Brewing: Christian Reyland Widjaja’s Journey with Nordic the Founder

Bringing a unique and distinctive coffee experience to life is not an easy task, but Christian Reyland Widjaja and his team at Nordic The Founder (NTF) have successfully done so. 

With a deep background in coffee, from SCA Instructor and National Judge to Q Grader, roaster, and coffee shop owner, Christian and Richard Tjaharyanto has translated their passion into a concept that blends precision, quality, and an immersive coffee experience in Surabaya City, Indonesia. 

Nordic the Founder (NTF) in Surabaya City

In this exclusive interview, Christian shares the story behind Nordic The Founder, the challenges faced, and the philosophy that drives him to continuously explore the world of specialty coffee.

HUDES: What made you decide to build Nordic The Founder with such a unique and different concept?

Christian Reyland Widjaja: Richard (his friend) and I wanted to create a different coffee experience, drawing more people into the world of specialty coffee, which we find incredibly exciting. Nordic The Founder (NTF) is the manifestation of our long journey in the coffee industry, shaped by our experiences as SCA Instructors, National Judges, Q Graders, roasters, and coffee shop owners.

HUDES: How did the idea of Nordic The Founder originate? Was there a personal experience that served as your main inspiration?

Christian Reyland Widjaja: After the pandemic, I noticed the rise of home brewers and the increasing popularity of slow bars or coffee experience bars. A few years ago, this concept might not have been well received in Surabaya, where coffee shops usually needed to serve proper meals to survive. 

My main inspiration came from my travels to Japan, particularly Mameya Kakeru, which offers a fine dining coffee experience unlike anything else.

Christian Reyland Widjaja

HUDES: What was the biggest challenge you faced while building Nordic The Founder, and how did you overcome it?

Christian Reyland Widjaja: Our biggest challenge was the uncertainty of revenue since our target market is very niche. 

Many people still see all coffee as the same and hesitate to pay a premium. Our solution was education and exceptional service. Many customers were initially skeptical but eventually embraced our concept.

We also implemented cross-subsidization through our roastery, KVH, allowing customers to enjoy our filter coffee without having to visit NTF directly. 

Additionally, we continuously innovate by offering standout coffee quality, keeping up with the latest trends, and using modern equipment to ensure consistent extraction.

HUDES: From these challenges, what has been your most valuable lesson?

Christian Reyland Widjaja: I learned that passion, love, and experience in coffee are truly tested in this industry. Coffee can be two things: you can either float on the surface and enjoy the small waves or dive deeper and discover the unexpected.

HUDES: What has been the most memorable moment that reinforced your belief in this concept?

Christian Reyland Widjaja: Seeing the satisfied smiles of customers who feel that their experience at NTF was truly worth it. We’ve also had visitors from various parts of Indonesia coming specifically to try what we offer, out of pure curiosity.

HUDES: What is your long-term vision for Nordic The Founder?

Christian Reyland Widjaja: We aim to make NTF a coffee tourism destination and a center for specialty coffee education, catering to both national and international customers. Additionally, we hope to introduce our roastery, KVH, to the global market.

HUDES: What kind of experience do you want customers to have with this concept?

Christian Reyland Widjaja: We want customers to have a unique experience where they can directly witness how their coffee is prepared and understand the methods used to optimize its flavor.

HUDES: What sets Nordic The Founder apart from other coffee shops?

Christian Reyland Widjaja: We are highly selective in curating single-origin coffees and may have the most comprehensive collection from both local and international roasters. We also continuously update our equipment and enhance our baristas’ skills.

HUDES: Can you share a particular coffee that left a lasting impression on you?

Christian Reyland Widjaja: A Pacamara roasted by Martin E from Wildkaffee Austria. I used to dislike the Pacamara variety due to a specific note that I found off-putting. However, Martin was able to roast it in a way that eliminated this characteristic, teaching me to remain open to exploring even coffees I initially didn’t enjoy.

HUDES: How do you select the coffees served at Nordic The Founder?

Christian Reyland Widjaja: We always conduct cupping and brewing tests before making a selection. Our choices are based on national competition standards, assessing aroma, flavor, aftertaste, acidity, mouthfeel, and sweetness. Our principle is that we must be fully satisfied with a coffee before serving it to customers.

HUDES: Who has been your biggest inspiration in the coffee world?

Christian Reyland Widjaja: James Hoffmann. He has a way of educating people about coffee that is easy to understand and widely accepted. From him, I’ve learned how to communicate effectively while staying humble.

HUDES: Are there any books or films that have influenced your way of thinking or your approach to business?

Christian Reyland Widjaja: A Film About Coffee by Brandon Loper was deeply impactful for me. The documentary showcases unique coffee shops with strong character, including Daibo, the owner of a Kissaten. I also read Daibo Coffee Manual, which describes his deep focus on customers—adjusting the menu based on seasons and remembering the preferences of his regulars.

HUDES: If you could give one piece of advice to those looking to start a coffee business with a unique concept, what would it be?

Christian Reyland Widjaja: Take the first step and never stop updating your knowledge while staying on top of industry trends.

HUDES: Lastly, if there’s one thing you’d like to say to coffee lovers and customers, what would it be?

Christian Reyland Widjaja: Not all coffee shops and slow bars are created equal. However, those built with sincerity and passion will always be evident in every cup they serve—imbued with soul, character, and dedicated service. (hudes)

photo: Nordic The Founder doc.