The purpose of this study is to describe: the formulation of blue ocean strategy; the implementation of blue ocean strategy; and to analyse the perspective of red ocean traps in Amstirdam Coffee. This research applies the case study type with qualitative approach. There are 4 informants in this research. Indepth interview and non-participant observation are used to collect data. The data analysis uses Miles and Huberman Model. It is verificated by longer period of research, triangulation of data, and referential adequacy. The result of this research shows that: Formulation of blue ocean strategy has been well-applicated by Amstirdam Coffee, especially the effort of new market creation which is done by reconstruct market boundaries, ERRC Grid, 3 Tiers of Noncustomers, and strategic sequence, ; Implementation of blue ocean strategy has an excellent application by Amstirdam Coffee not only because its ability to overcome organization hurdles such as resource and motivation but also its integration of strategic implementation ; Some point of red ocean traps is inevitably although it tends to partially. Amstirdam Coffee should consider to renew their blue ocean strategy formulation. It also should learning about red ocean traps holistically in order to avoid red ocean competition.