Creative Economy Minister: Jamu Can Create Economic Added Value for Indonesia

Jakarta (ANTARA) - Creative Economy Minister Teuku Riefky Harsya has stated that jamu products, as a heritage-based intellectual property, have the potential to create economic added value and strengthen Indonesia’s competitiveness in the global market. “Jamu must continue to develop through the strengthening of its brand, IP, and intellectual property rights, so that it has added value and provides a real economic impact for its entire ecosystem,” he said in a statement received in Jakarta on Monday. The minister noted that jamu is no longer seen merely as a traditional herbal drink, but has evolved into part of a modern lifestyle and is present in various creative economy spaces, from cafes, hotels, and shopping centres to wellness-based tourist destinations. This shift in healthy lifestyle trends opens up significant opportunities for jamu-based products to reach a wider market. Riefky emphasised the need to strengthen storytelling, branding, promotion, networking, market access, and funding to help jamu entrepreneurs boost their competitiveness and expand their reach to the international level. “Indonesia has great potential to become a global wellness centre. We have a strong jamu tradition, abundant spices, and a health culture that is still alive today. The challenge is how to package this potential professionally through collaboration involving business players, academics, media, associations, and financial institutions so that we can compete in the global market,” he said. The minister believes Indonesia has strong capital to become one of the world’s wellness industry centres, with its wealth of spices, herbal medicine traditions, and a health culture passed down through generations serving as the foundation. To realise this vision, the Ministry of Creative Economy is strengthening cross-sector collaboration in the development of wellness-based subsectors with the Indonesian Jamu Council through the Jamu International Conference and Expo (JICE) 2026, scheduled for October. This effort is expected to increase exports, attract investment, create quality jobs, and enlarge the creative economy’s contribution to national and regional economic growth. The collaboration is also intended to expand the promotion of Indonesian jamu while strengthening its position in the global market.