Becoming a Cultural Heritage: Efforts to Bring the Jamu Industry to the Global Stage
Indonesia possesses a long history of utilising jamu and herbal remedies, supported by a vast ‘treasure trove’ of medicinal plants. The Indonesian Food and Drug Authority (BPOM) notes that the nation holds 30,000 plant species, with approximately 1,845 identified as medicinal plants. Indonesia holds about 80% of the world’s medicinal plant varieties, providing the herbal industry with immense potential that must be maximised.
Taruna Ikrar, Chairman of BPOM RI, stated that Indonesia’s medicinal plant wealth and long-standing tradition of using jamu serve as strategic assets for strengthening national health independence. He emphasised the potential to develop natural medicine industries based on local resources into strategic, modern, innovative, and globally competitive sectors. “Jamu is our pride, and it must evolve into a modern health sector based on research and innovation. This transformation is vital as the world moves towards ‘back to nature’ trends, preventive healthcare, and wellness lifestyles,” Taruna remarked during the CNBC Indonesia Health Forum.
As global consumers increasingly seek safe, high-quality natural health products, Indonesia has a significant opportunity to expand its herbal industry. Furthermore, jamu is a national identity and an empirical heritage, officially recognised by UNESCO as an Intangible Cultural Heritage. However, the industry requires the involvement of the younger generation, robust regulatory support, and product innovation to remain relevant. Taruna stressed the need for scientific proof through pre-clinical and clinical trials to ensure the efficacy of natural medicines is objectively proven and accepted within modern healthcare systems.
Technological innovation in pharmacy is also required to improve product quality and competitiveness. Modern technology can make herbal formulations more stable, easier to consume, and more appealing to younger generations. Additionally, collaboration and assistance for herbal SMEs (UMKM) are essential to establish the industry as a pillar of the national economy. BPOM is actively supporting SMEs through programmes such as ‘Proaksi Berpadu’ to accelerate product registration and ensure compliance with standards.
From an industrial perspective, Patrick Kalona, President Director of PT Phytochemindo Reksa, noted that the domestic herbal extract industry continues to grow. He highlighted that the number of herbal extract companies has increased from six a decade ago to 22 currently operating. He added that domestic manufacturing standards, such as Good Manufacturing Practice (CPOB), are designed to align with the International Regulatory Cooperation for Herbal Medicines (IRCH) guidelines. Compliance with these regulations allows producers to scale up, as certifications from BPOM are increasingly recognised internationally.
Stakeholders must collaborate to increase the economic value of Indonesian herbal products to compete with global market leaders like China and India. Kalona believes that research should be viewed as an investment rather than a cost, as scientific validation provides significant added value. He also praised BPOM programmes like BRIDGE and ‘Orang Tua Angkat’ for helping businesses reduce research costs. Jony Yuwono, Chairman of the Indonesian Association of Jamu and Traditional Medicine Entrepreneurs (GP Jamu), added that UNESCO’s 2023 recognition serves as a crucial momentum to introduce jamu to the international market.