Ministry of Creative Economy: Jamu Can Become a Lifestyle for the Younger Generation

JAKARTA, Jakartaweekly.com – The Ministry of Creative Economy is encouraging jamu to become part of a lifestyle that Indonesians can take pride in, rather than being known solely as a tradition.

Irene Umar, Deputy Minister of Creative Economy, made the statement during a meeting with the Indonesian Herbal Medicine Entrepreneurs Association (GP Jamu), Acaraki, and industry players at the ministry’s office in Jakarta.

“We want jamu not only to be recognized as a tradition, but to become part of a lifestyle that people can be proud of,” Irene said in a press release seen on Friday, April 3, 2026.

She said the 2026 Nusantara Jamu Festival must deliver an authentic experience that is also relevant to today’s younger generation in Indonesia.

The festival, scheduled for June 6–7, 2026, in Jakarta, is designed as a national-scale event that combines cultural heritage with various subsectors, including culinary, art, fashion, interactive experiences, and wellness.

Unlike previous editions, this year’s festival will be concentrated into a single two-day event to create a more measurable and broader impact.

Irene also called for the festival to serve as an inclusive platform for collaboration among businesses, creators, and communities, adding that the government is ready to support initiatives that connect cultural heritage with innovation.

Chairman of GP Jamu, Jony Yuwono, said the 2026 Nusantara Jamu Festival has the potential to become a sustainable national cultural movement. He also expressed hope that government support would open up opportunities for traditional culinary products like jamu to innovate and reach a wider market.

“We aim to make this festival an annual national-scale celebration that can elevate jamu to a higher level, both in terms of cultural significance and economic value. Collaboration with the government is key to expanding its impact,” Jony said.

During the meeting, all parties also highlighted the importance of strengthening intellectual property value through cultural digitization initiatives, including the Alih Aksara Nusantara platform developed in collaboration with Acaraki. This initiative opens up new opportunities, particularly in design development, branding, and campaigns based on authentic local identity.

Client Solution Manager at PT ADX Asia, Bella Belinda, said the creative approach is key to reaching a broader audience.

“We see great potential in packaging jamu through creative and digital approaches. This festival is not only a promotional event, but also an engagement platform that can attract younger audiences and open up cross-industry collaboration opportunities,” Bella explained.