Strategies for Indonesian Traditional Medicine and Herbal Extracts to Compete Globally

Jakarta, CNBC Indonesia – CNBC Indonesia hosted the Health Forum 2026 on Tuesday, 26 May 2026, under the theme ‘From Cultural Heritage to Sustainable Jamu Industry’, providing a platform for regulators and industry players to strengthen the development of Indonesia’s traditional medicine as a cultural heritage to enhance competitiveness and relevance in the modern and sustainable healthcare industry.

Deputy Head of Traditional Medicine, Health Supplements, and Cosmetics Oversight at BPOM RI, Mohamad Kashuri, highlighted several challenges in developing the national jamu industry, particularly regulatory issues. Many small and medium-sized enterprises (SMEs) lack understanding of regulations, hindering their marketing efforts. Additionally, capital constraints prevent SMEs from scaling up, while production and product innovation aspects are crucial for maintaining Standardised Herbal Medicine (OHT) quality and appealing to consumers.

Alongside BPOM, Patrick Kalona, President Director of PT Phytochemindo Reksa, noted the need for a stronger ecosystem for Indonesia’s herbal extract industry. Over the past decade, the number of herbal extract companies has grown from six to nearly 22, capable of supporting natural ingredient industries and reducing reliance on imported medicines.

Meanwhile, Jony Yuwono, Chairman of the Indonesian Jamu Entrepreneurs Association (GP Jamu), stressed the importance of strengthening the ecosystem for the jamu and herbal extract industry to advance, especially after the Jamu Health Culture was officially recognised by UNESCO as an Intangible Cultural Heritage. To popularise jamu consumption, businesses must develop diverse formats to suit global tastes, while regulators and industry players must collaborate on public education about jamu’s potential and combat illegal products.