BPOM Unveils Strategy to Attract Young People to Jamu: Need for Modern Innovations

Jakarta, CNBC Indonesia - BPOM Chairman Taruna Ikrar stated that the jamu industry requires the involvement of young people to grow further and go global. Additionally, regulatory support and product innovation are needed to remain relevant amid changing times.

Taruna emphasised the need for scientific validation through preclinical and clinical trials to objectively prove the efficacy of natural medicine and ensure acceptance within modern healthcare systems.

‘We also need pharmaceutical technology innovations to enhance the quality and competitiveness of jamu products. Modern technology allows herbal formulations to be more stable, easier to consume, and more appealing to the younger generation,’ Taruna Ikrar said at the CNBC Indonesia Health Forum on Tuesday (26 May 2026).

Marketing innovation is also required, with an increasing number of jamu cafes popular among the youth. In these cafes, jamu is served as trendy drinks with appealing flavours, making it more relevant to young people.

‘This is a positive development. It shows that jamu has successfully adapted to changing times without losing its cultural roots. In this major transformation, BPOM plays a highly strategic role from upstream to downstream,’ he added.

Before entering the market, BPOM is involved in drafting regulations, certifying production facilities, assessing product safety, quality, and efficacy, as well as issuing marketing authorisation numbers.

‘The regulations set by BPOM are continuously being made more adaptive, risk-based, and aligned with international standards. Thus, regulations not only protect the public but also enhance the global competitiveness of Indonesian herbal products,’ Taruna said.

BPOM is also speeding up licensing services through various digital innovations. One example is the ‘Tuntas’ marketing authorisation service, which expedites the issuance of permits within one day once all requirements are met.

‘We are also developing ’Proaksi Berpadu’, a joint acceleration program for registration and integrated mentoring,’ he stressed.