Japan stands as the largest importer of coconut shell charcoal products (HS 440290) globally, with a majority sourced from the ASEAN region. Despite being the foremost exporter of coconut shell charcoal, Indonesia faces fluctuating export values to the Japanese market. This variability indicates suboptimal exporting of Indonesian coconut shell charcoal due to raw material scarcity and unrealized export potential. This study aims to; (1) analyze the comparative competitiveness of coconut shell charcoal exports from ASEAN nations, including Indonesia, in the Japanese market from 2010 to 2021, (2) assess the competitiveness of coconut shell charcoal exports from ASEAN countries, including Indonesia, during the 2010-2021 period, (3) examine the potential for developing the Indonesian coconut shell charcoal export market compared to other ASEAN nations in Japan. The research employs the Revealed Comparative Advantage (RCA), Revealed Symmetric Comparative Advantage (RSCA), Export Product Dynamic (EPD), and X-Model analysis methods. RCA and RSCA analyses reveal Indonesia's comparative competitiveness in the Japanese market, alongside Laos and Malaysia. However, EPD and X-Model perspectives indicate Indonesian coconut shell charcoal is positioned behind Laos, the Philippines, and Vietnam, signifying lower market potential. The policy implication underscores Indonesia's export reliance on lower-quality coconut shell charcoal. To enhance export competitiveness, the Indonesian government might consider adopting strategies akin to Laos, the Philippines, and Vietnam.