Video by Raffles Girls’ School on the cruelty behind kopi luwak

By Project A.W., Raffles Girls’ School (Secondary)

Hello! We are Project A.W. (Animal Welfare), a Community Problem Solving group consisting of eight Year 3 students from Raffles Girls’ School (Secondary). We aim to intensify the society’s pro-activeness towards animal cruelty so as to ensure the well-being of animals in Singapore.

Our belief is that everyone plays a crucial role in protecting animals. In this blog post, we hope to share insights on the horrors behind civet coffee production.

Some know civet coffee as the most expensive coffee, while others drink it for its exquisite taste or to appease their curiosity (arising from the high price tag). However, not many know about the suffering that goes behind it. Civets endure so much just for a handful of coffee beans and a cup of coffee. While we indulge in a cup of this beverage, these animals suffer long-term health issues. Our group truly feels for these civets. Do the reasons for civet coffee production really justify the means through which they are acquired? Can we really place our own superficial pleasure over their entire lives and well-being? We hope to spread awareness on the cruelty of civet coffee production, and to encourage the public to opt for alternatives.

We hope that our video and pamphlet will help you better understand the origins of civet coffee, and entreat you to leave with the following question:

Will I take part in civet coffee consumerism?

Pamphlet on wildlife products done by the students (page 1).

Pamphlet on wildlife products done by the students (page 1).

Pamphlet on wildlife products done by the students (page 2).

Pamphlet on wildlife products done by the students (page 2).

Link to pamphlet PDF –

The Economist’s free coffee drive done in bad taste?

By Claudia Ang

You’re walking down a busy street during lunch hour.  A man approaches you. “Free coffee?” he asks. You’re startled, and then you realize that he isn’t alone. There’s an entire truck right behind him giving out cups of coffee to the public. What’s going on? you think. It takes a while to sink in. It isn’t just normal coffee. You find that it’s free civet coffee in exchange for an introductory subscription trial to The Economist, a popular business magazine. A complete foot-in-the-door marketing technique.

What would you have done?


(Image from mUmbrella Asia.)

It’s not the first time The Economist has pulled off a stunt like this. The campaign in Singapore is merely a continuation of its campaign efforts in the UK, Netherlands, and Northern Island in bid to increase magazine subscriptions. In exchange for a free cup of Kopi Luwak (which can range from $60 to $80 a cup), the passers-by are offered a month-long subscription for only $5. It seems that such a tactic has proven to be successful in the UK, with the marketing company Sense clinching the best Direct and Promotional Strategy at The Drum Marketing Awards 2015, and The Economist getting over 4000 subscriptions as a direct result of the campaign.

Read about it here.

The Economist has also publicly made known their awareness of captive civet coffee and its cruelties, and has in turn made an assurance that the coffee which they were giving out is wild-sourced. The footnote in marketing agency Sense’s article reveals: We are aware that there are unscrupulous producers of kopi luwak coffee. The Economist has received assurances from its suppliers of kopi luwak used in our promotional campaigns is 100% ethically produced. Yet, we hear that all the time from Kopi Luwak producers, regardless if they are from wild or captive civets.

So here’s the dilemma: is it ever okay to drink Kopi Luwak?

On one hand, we know that Kopi Luwak is part of Indonesia’s culture. They’ve been harvesting the beans for centuries. There are farmers who do it the traditional, ethical way – that is, to forage for the beans on their plantations in the early mornings and thereafter spend their afternoons cleaning, drying and roasting the beans.

On the other hand, there are also farmers who resort to scrupulous means in order to make a quick buck. Kopi Luwak is a lucrative industry – everyone wants to have a hand in it. This has resulted in more and more people going out into the wild and capturing civets of all kinds, even the threatened Binturong, in order to produce the beans. The civets live in horrific conditions. Most of them do not survive.

Thankfully, there are certifications from organizations such as UTZ and the Rainforest Alliance that help us in identifying ethically-produced Kopi Luwak. Simply put, if you ever come across Kopi Luwak that does not have these certifications, they are more likely than not to have come from captive civets.

But let’s go back to the point. Would you have taken a cup from The Economist should you have passed them? Let us know what you think.

Getting the message across at the Festival of Biodiversity

By Claudia Ang

“It’s better to drink milo,” said one of the children I was speaking to suddenly. I looked at him, bemused and yet intrigued because he had a straight face on, while the other children giggled and their parents laughed in view of his innocence and curt honesty.

He meant every word he said.


(Photos by: Claudia Ang, Festival of Biodiversity Singapore)

We were at the Festival of Biodiversity held at Vivo City earlier in June 2015. I was just speaking to the children about our native civets when we came to the topic of Kopi Luwak. The story of the civets’ captivity and exploitation as a result of the Kopi Luwak trade caused their faces to twist in grimace. Their eyebrows furrowed, in sadness and in anger, and perhaps also in the inability to comprehend how or why us humans could allow such unnecessary abuse to occur just in exchange for some coffee beans. In that instant I knew that through our brief encounter they already had within them an appreciation for the creatures, for their beauty and sheer existence.

That’s when he said it. “It’s better to drink milo.” I looked at him expectantly, urging him to continue explaining his point of view to the other children. “Milo is good and it gives us energy too. It’s also sweet and chocolatey, not like coffee. We shouldn’t use the civets in this way. No matter how good it tastes, it’s not right.”

I gave him a badge with a picture of the common palm civet, shook his hand, and said, “Now will you please do me and the civets a favour? Share this story to all your friends, your family, and everyone who doesn’t know about it yet. Help us help the civets, okay?” He nodded, thanked me for the badge, and went away with his parents.

I was brimming inside. Getting the message across to as many people as we can has always been the goal, but it’s conversations like these that always brighten up my day, when I’m offered another point of view or alternative that helps us look at the entire issue in a separate person’s shoes. Children see it that way – they see no need for the abuse or the exploitation or the coffee beans itself. There are so many other drinks and types of great coffee that do not require the sacrifice of lives in order to produce.

It brought me back to the event we had two weeks earlier at Pulau Ubin in celebration of Ubin Day. People were horrified to learn about the living conditions of Kopi Luwak civets, and yet were able to readily admit that they have tried the coffee before. There’s no difference, they say. It’s just a marketing tool to get more money.

I will never know what real Kopi Luwak tastes like, because I’m sure I will never try it. But the point is, why waste all that money on these “exquisite” produce when you can get real, good, alternative produce at a lower cost?

Sale of kopi luwak in Indonesia

By Joys Tan

While travelling in Indonesia late last year (Aug – Dec 2014), Henrietta and I chanced upon the sale of kopi luwak in various places separately. Here are some pictures taken by us:

1. Central Java

On flight to Indonesia, Henrietta noticed an advertisement of kopi luwak in the magazine. It wasn’t unexpected as Indonesia is its place of origin.


A kopi luwak ad in AirAsia magazine. Photo by Henrietta Woo.


Sale of kopi luwak at a store in Borobudur, Magelang. Photo by Henrietta Woo.

2. Bali

Bali has numerous coffee plantations and agro-tourism centred around them are heavily marketed with a seemingly high take-up rate among tourists. Read about the Pearlynn’s recount at a kopi luwak farm in Bali early last year here.


Entering a coffee plantation in Bali. Photo by Henrietta Woo.

What first struck me was the obvious lack of vegetation cover for the civet to hide and lack of branches for the civet to climb or sleep on.The floor was concrete, bare and covered with what appears to be algae. Nearby, a civet was spotted exposed and resting on sparse vegetation cover, with sunlight shining directly onto it. Civets are nocturnal animals and in a natural setting, they would seek out a sheltered place to rest.


A typical cage for housing civets in the plantation. Photo by Henrietta Woo.


A snoozing civet. Photo by Henrietta Woo.

Just one of the many sellers, the name ‘Smiling Coffee’ is pretty ironic.


Poster in the store by Smiling Coffee. Photo by Henrietta Woo.


Sale of kopi luwak by Smiling Coffee. Photo by Henrietta Woo.

Kopi luwak is (unfortunately) widely sold in the big supermarket at Ubud and at the airport.Bali18

Bali17  Bali21

3. Batam

Also in Batam, kopi luwak was spotted in a provision store near the ferry terminal. There are two brands on the shelf: Mandailing Estate Coffee and Gunawan Brother Indonesia.


Kopi Luwak Liar. Photo by Joys Tan.


Mandailing Estate Coffee. Photo by Joys Tan.


The certificate of authenticity does not guarantee that the kopi luwak is wild. Photo by Joys Tan.

Mandailing Estate Coffee states that it produces “authentic wild kopi luwak“, “certified premium kopi luwak” and “processed naturally in the wild” on its packaging. It even had a ‘Certificate of Authenticity’ attached. Regardless of how awesome it sounded, I was not convinced at all. After some research, I knew my intuition was right – it is not true at all.. In the campaign document published by Tony Wild, the founder of Kopi Luwak: Cut the Crap, it stated that:

“There is currently no independent certification body for wild kopi luwak. Any such certificate is issued by the plantation, shipper or retailer itself, and, as such, is meaningless. Other certificates may contain an assurance that the kopi luwak does come from a certain plantation or district. This gives no guarantee that the kopi luwak is wild.” (Section 6, p13)
Until there is an independent certification body to identify ethically wild-sourced kopi luwak, not supporting its sale or trade anywhere can go a long way in reducing demand and thereby allowing civets to continue living in the wild. If this resonates with you, join us by pledging your support.

Vet students in Bali spread the word about unethical kopi luwak

By Chloe Tan

In February 2014, Jonna Lehtinen, a primate conservationist residing in Bali, Indonesia, contacted our team about distributing our “Life Behind Bars” infographic at major tourist destinations. She helps at a local rescue centre and works with veterinary students. She is also doing independent research and public education about kopi luwak, which is largely derived from caged civets, and is very popular in Bali.

Recently, we received news that she had engaged her vet students from Udayana University in Denpasar, Bali, to distribute posters in the southern part of the island.

Vet students with the "Life Behind Bars" posters that they distributed in Bali.

Vet students with the “Life Behind Bars” posters that they distributed in Bali.

Thank you Jonna and students for spreading the word!

Calling animal welfare supporters around the world! Is kopi luwak widely sold in your country? If you would like to collaborate and help raise awareness about this cruel trade, contact our team at!

Nanyang girls inspired to save the civets!

By Koh Fang Yun, Tan Chor Leng, Claudine & Zhang Junyue

Hello there! We are a group of three secondary 3 students from Nanyang Girls’ High School. We are collaborating with Project LUWAK Singapore to create a new poster to help spread awareness of the cruelty behind the cage-sourced kopi luwak trade.

So what spurred us on? Well, it started on 2nd May this year, when civet researcher, Weiting, came to our school for a talk. We were very much surprised that there were civets in Singapore, but what caught our attention were the means and methods of harvesting coffee beans for a cup of kopi luwak. The civets are used as tools, and they are exploited because of the demand for kopi luwak. We wanted to do something for these creatures! In the end, we chose to design posters to raise awareness of this issue.

Our poster!

Our poster!

We think most people know about kopi luwak, but it is the cruelty behind every cup that needs to be made known. The eventual design for the poster was inspired by the pictographs of different types of coffee (with so many types of coffee available, it can really be confusing!). While most coffees are a combination of espresso and milk, kopi luwak is basically the life of a civet. We intend to use this contrast to bring across our message. We have learnt a lot about civets as well during this process.

Do play a part in helping to save these beautiful civets by not drinking kopi luwak. Tell your family and friends as well.

Updates from the team – Project LUWAK in Singapore and beyond

By Chloe Tan and Gladys Chua

Since Project LUWAK Singapore was founded in October 2013, the team has taken various steps to inform the public about the plight of common palm civets in the caged-sourced kopi luwak trade. Our main outreach strategies include 1) educating merchants/cafes, 2) partnering established animal welfare organisations and 3) spreading the word through social media and public talks. We initially aimed to campaign against kopi luwak locally, but it eventually caught the attention of concerned groups and individuals overseas, and several partnerships were forged as a result. Here’s a look back at our milestones so far and also a glimpse of what’s to come!

Project LUWAK in Singapore

Launch of our infographics


As a team leveraging heavily on the power of social media, we recruited artist Esther Wee who designed this eye-catching series of infographics. The initial launch received 130 shares!

Partnership with SPCA Singapore


In January 2014, we linked up with SPCA (Society for the Prevention of Cruelty to Animals) Singapore and shared a write-up on unethically-sourced kopi luwak. The kind people at SPCA promptly published an article expressing a strong position against the trade. The webpage directs readers to our blog.

Link –

Partnership with Project: WILD (Singapore)


We also got in touch with Project: WILD (Singapore) who front a campaign against the use of endangered animals for human consumption. Project: WILD is a well-known presence on social media. In March 2014 they shared our infographics on their Facebook page and 104 people subsequently shared the graphics!

Link –

Interview with The Online Citizen


March 2014 was a great month for the luwaks. With the publishing of “10Q – Project LUWAK SG: Putting some serious shit in your cuppa” by The Online Citizen (TOC), a popular site dedicated to cyber activism in Singapore, outreach for our campaign bumped up several notches and also received attention from a new audience. Thanks Howard Lee from TOC for the feature!

Link –

Civet talk at Nanyang Girls’ High School

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Civet researcher Xu Weiting (a.k.a. Civetgirl) spoke to 430 Secondary 3 students from Nanyang Girls’ High School on 2 May 2014. The girls enjoyed the talk and many were surprised that common palm civets can be found in Singapore! Shocked and dismayed that the kopi luwak trade is inflicting so much pain on these animals, the students paid-it-forward by featuring Project LUWAK Singapore at their school’s Open House on 24 May 2014. Posters were exhibited at the NYGH Backyard and 4 Degrees Cafe to show visitors how each of us can play a part in eliminating civet coffee farms.

Project LUWAK beyond Singapore

Partnership with SPCA Hong Kong

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By collaborating with Jeanna Cheung (SPCA Hong Kong) and Fung Tze Shan (our Singaporean friend), we managed to roll out our infographics in traditional Chinese text, in a bid to bridge the language gap and spread the word!

Linking up with conservationists in Bali, Indonesia

Jonna Lehtinen, a primate conservationist residing in Bali, contacted our team to enquire about the printing and distribution rights of our infographics. She had been interviewed by the local newspaper Bali Advertiser, targeted at expatriates and tourists, about kopi luwak and came across our resource. Jonna is engaging her students in distributing the posters featuring the infographics at various tourist destinations and restaurants in Bali. We look forward to a long-term partnership where word continues to be spread to other parts of Indonesia, such as Jakarta.

Link –

Sharing by animal welfare organisations in other countries




The power of social media also helped take our movement to other parts of Asia via SPCA Selangor and PETA Asia-Pacific. We are thankful to have friends around the globe who share the same concerns about the kopi luwak industry.

You can help too! Help us further the cause and sign the petition today: If you have ideas or would like to feature Project LUWAK Singapore in your page or column, feel free to email and we will get back to you as soon as possible.