Jamu Promoted as Indonesia’s Next Global Creative Force

RRI.CO.ID, Jakarta - Indonesia is stepping up its efforts to transform jamu, the country's centuries-old traditional herbal medicine, into a contemporary global brand, framing it not merely as folklore remedies but as a high-value anchor of the nation's modern creative economy.

Speaking at the Festival Jamu Nusantara held at the Hutan Kota Gelora Bung Karno (GBK) in Jakarta on Sunday, June 7, 2026, Creative Economy Deputy Minister and Deputy Head of the Creative Economy Agency (Bekraf), Irene Umar, emphasized that the future of jamu lies in creative transformation. She noted that preserving the herbal tradition requires a paradigm shift that integrates historical legacy with modern lifestyle trends, ensuring it resonates deeply with the younger generation.

"Jamu is not just a product. Jamu is Indonesia’s identity. It is from this culture and identity that creativity is born, generating various innovations that keep our culture preserved and relevant," Irene stated during the event, as quoted on Ministry's official website.

According to Irene, cultural preservation cannot survive on nostalgia alone. To prevent traditional heritage from fading, it must be introduced through participatory, interactive, and modern avenues that fit seamlessly into the daily lives of younger demographics.

Beyond its deep cultural roots, the ministry views jamu as a lucrative commercial asset with immense potential to penetrate highly competitive international wellness, cosmetics, and culinary markets.

"Jamu is not just traditional medicine. Jamu is an Indonesian brand that holds great potential in the global health, beauty, and culinary industries. Therefore, it is our collective duty to guard this cultural heritage, so it remains relevant and capable of evolving alongside the demands of the era," Irene added.

Organized by modern jamu brand Acaraki, the two-day festival ran from June 6 to 7, 2026. The event served as a collaborative hub for cultural practitioners, community groups, and creative entrepreneurs looking to present the herbal tradition through a contemporary lifestyle lens.

Rather than focusing solely on conventional bitter tonics, the exhibition seamlessly integrated jamu with broader elements of wellness, Indonesian culinary arts, cultural fashion, and interactive heritage games, highlighted by a Karnaval Nusantara (Archipelago Carnival) and a traditional games relay.

The Creative Economy Ministry strongly maintains that cultural assets serve as the cornerstone of Indonesia's economic growth. With a touch of innovation, local wisdom can be upscaled into high-value creative products that fortify Indonesia’s distinct character on the world stage.

Founder of Acaraki, Jony Yuwono, echoed these sentiments, explaining that the festival was designed to prove that centuries-old heritage can adapt fluidly without losing its core authenticity.

"Through the Festival Jamu Nusantara, we want to invite the public to see that jamu and Indonesian culture can continue to evolve with the times. When tradition meets creativity, cultural wealth is not only preserved but is also capable of birthing new opportunities for present and future generations," Jony said.

The success of the festival highlights a growing consensus among government officials and industry players: cultural sustainability thrives best when paired with innovation. By utilizing lifestyle-centric approaches, jamu is expected to move beyond its domestic boundaries and establish itself as a celebrated symbol of Indonesian pride worldwide. ***