Indonesia Promotes Jamu as Global Creative Heritage Brand

RRI.CO.ID, Jakarta - The Indonesian government is encouraging the modernization of jamu, the country’s traditional herbal medicine, as part of efforts to preserve cultural heritage while expanding its global appeal. The initiative was highlighted during the Nusantara Jamu Festival held in Jakarta on June 6–7, 2026.

Vice Minister of Creative Economy, Irene Umar, described jamu as an essential part of Indonesia’s national identity. She said cultural heritage can remain relevant when combined with creativity and innovation.

“Jamu is not just a product. Jamu is Indonesia’s identity. It is from culture and identity that creativity emerges, producing innovations that keep our traditions alive and relevant,” Irene said during the festival at the Gelora Bung Karno Urban Forest.

According to her, preserving cultural traditions requires more than simply maintaining historical practices. She also affirmed the importance of presenting heritage in ways that resonate with younger generations and contemporary lifestyles.

The government also sees significant economic opportunities in developing jamu as a creative industry product. Beyond its traditional role, jamu is increasingly viewed as a potential global brand within the health, beauty, and culinary sectors.

“Jamu is not only a traditional remedy, but also an Indonesian brand with enormous potential in the global health, beauty, and culinary industries,” Irene said. She added that innovation will be key to expanding its reach in international markets.

The Nusantara Jamu Festival brought together cultural communities, creative industry players, and entrepreneurs through activities that combined traditional herbal drinks with wellness programs, culinary experiences, fashion, arts, and traditional games. Organizers said the event was designed to introduce Indonesian heritage to younger audiences through engaging and interactive experiences.

Founder of Acaraki, Jony Yuwono, said the festival demonstrates how tradition can evolve without losing its cultural roots. The Ministry of Creative Economy hopes that through collaboration and innovation, jamu will continue to grow as a symbol of Indonesian culture that is recognized, appreciated, and celebrated around the world.