Indonesia’s Herbal Heritage, Rising Jamu’s Journey to Global Recognition

RRI.CO.ID, Jakarta - Jamu, Indonesia’s traditional herbal medicine, is seen as requiring continuous innovation to remain relevant to modern society. With the growing popularity of healthy, back-to-nature lifestyles, jamu has the opportunity to thrive both as a traditional health product and as a globally recognized symbol of Indonesian cultural identity.

The Head of the Food and Drug Monitoring Agency (BPOM), Taruna Ikrar, emphasized that jamu should no longer be regarded as outdated. He noted that UNESCO’s recognition of jamu as part of Indonesia’s intangible cultural heritage proves its value and promising future.

“Jamu should not be considered old-fashioned or obsolete. It has extraordinary potential for future innovation,” Taruna said at the peak of National Jamu Day in Jakarta on Sunday, June 7, 2026.

He stressed the importance of involving millennials and Generation Alpha in developing jamu so that this cultural heritage can adapt to changing times and remain relevant.

Indonesia, Taruna added, has vast potential to grow its herbal medicine industry. The country is home to around 31,000 plant species, and approximately 22,000 distribution permits have already been issued for indigenous medicines. He hopes that the number of indigenous medicinal products will continue to rise alongside efforts to sustainably utilize national biological resources.

Taruna also highlighted the need for public education to preserve herbal medicine as a national treasure. Beyond its health benefits, jamu also carries significant economic value. “Don’t forget herbal medicine, because it is a very valuable heritage for humanity. People around the world are now returning to nature,” he said.

He encouraged businesses to harness digital technology to expand their markets, noting that herbal medicine can now be marketed through online platforms and applications.

“Sales no longer have to be door-to-door. They can use digital applications and online platforms. I believe herbal medicine is not only dominant in Indonesia but has also become a global cultural treasure, like batik,” Taruna said.

He estimated that the herbal medicine industry could generate up to IDR 350 trillion annually if managed effectively.

Taruna further urged the public to combine herbal medicine with physical activity as part of a healthy lifestyle. “We want to promote a healthy lifestyle through running, walking, and exercise. Combining jamu with exercise will lead to a healthier life,” he said.

Chairman of the Herbal Medicine Entrepreneurs Association (GP Jamu), Jony Yuwono, echoed the call to preserve jamu. He emphasized that herbal medicine businesses play a crucial role in safeguarding Indonesian traditions and cultural identity.

“They are not just drink vendors. They are guardians of the nation’s identity, whom we must continue to support,” Jony said.

He added that jamu should be developed in forms more suitable for modern society. Herbal medicine products, he noted, do not always have to come in bottles. They can be packaged in sachets, tablets, or even cosmetics.

BPOM supports businesses through initiatives such as the Sapa Jamu and Sapa UMKM programs, which aim to strengthen the capacity of micro, small, and medium enterprises (MSMEs) through innovation and technology.

“Sapa MSME is part of President Prabowo’s strategic project. We have been asked to pay attention to SMEs,” Taruna said.

He emphasized that herbal medicine will gain global recognition if supported by quality, safety, and standardization. With continuous innovation and collaboration, jamu is expected to remain sustainable as a national cultural heritage and evolve into a superior Indonesian product capable of competing in the global market. (Misni Parjiati)