Indonesia’s Creative Economy Eyes Wellness Boom Through Local Heritage

RRI.CO.ID, Jakarta – Indonesia’s creative economy is turning to the rising global wellness trend, as Deputy Minister of Creative Economy Irene Umar highlighting how health-conscious lifestyles are opening new opportunities for local products and cultural experiences.

“Wellness is one of the most promising avenues for the creative economy. It aligns with evolving lifestyles not only in Indonesia but also internationally,” Irene said in Jakarta on Tuesday, August 25, 2026, as quoted by Antara.

She noted that wellness goes beyond physical health, encompassing balance of mind, body, lifestyle, and cultural rituals. Indonesia’s rich heritage--such as jamu (Indonesian herbal medicine) and traditional beverages--offers strong potential to be developed into wellness products that add value and expand market reach.

“Our lifestyle keeps changing, and attention to health is growing. Jamu and traditional drinks here can be part of the wellness industry,” she added.

This vision was reflected in the Festival Merah Putih, which showcased creative subsectors through three pillars: Raga (body), Rasa (taste), and Raya (celebration). The festival featured a 5K Fun Walk, culinary showcases, coffee and tea appreciation, local products, art, culture, and traditional games.

Irene emphasized that such festivals create meeting points for communities, creative entrepreneurs, youth, and the public--strengthening collaboration while generating cultural and economic value.

Managing Director of Bimasena, Adriel Simorangkir, underscored that the festival is more than a commemoration of independence. “It is also designed to strengthen the local creative economy ecosystem and inspire younger generations to love and preserve Nusantara culture,” he said.

The event included food bazaars, local product exhibitions, art performances, live painting, and youth-driven activities.

According to Irene, embedding wellness into creative economy initiatives can transform Indonesia’s cultural wealth and lifestyle traditions into competitive products and experiences with broader global appeal. ***