Jakarta, June 7, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, emphasized that jamu is an integral part of Indonesia’s identity. As a creative product, jamu must continue to be preserved and passed on to future generations through modern approaches.
"Jamu is not merely a product. Jamu is Indonesia’s identity. It is from culture and identity that creativity is born, giving rise to various innovations that keep our cultural heritage alive while ensuring its continued relevance," said the Deputy Minister while attending the Festival Jamu Nusantara, organized by Acaraki at the Gelora Bung Karno (GBK) Urban Forest area in Jakarta on Sunday (June 7).
Deputy Minister of Creative Economy Irene Umar attended the Festival Jamu Nusantara organized by Acaraki at the Gelora Bung Karno (GBK) Urban Forest area in Jakarta on Sunday (June 7, 2026).
According to Irene, preserving culture is not solely about maintaining traditions, but also about presenting them in ways that resonate with contemporary society, particularly younger generations. Creativity therefore plays a vital role in ensuring that cultural heritage continues to be recognized and appreciated across generations.
Irene further noted that jamu not only holds cultural significance but also possesses tremendous potential to be developed as a creative product capable of competing on the global stage. She emphasized that innovation is key to maintaining its relevance and expanding its market reach.
"Jamu is not merely traditional medicine. Jamu is an Indonesian brand with tremendous potential in the global health, beauty, and culinary industries. Therefore, our collective responsibility is to preserve this cultural heritage so that it remains relevant and continues to evolve in line with the needs of the times," Irene stated.
Doc. Bureau for Communication of the Ministry of Creative Economy / Creative Economy Agency.
Held over two days from June 6–7, 2026, the Festival Jamu Nusantara served as a collaborative platform for cultural practitioners, communities, and creative industry players to introduce jamu through approaches that are more closely aligned with contemporary lifestyles. In addition to showcasing a variety of traditional herbal drinks, the festival integrated elements of wellness, Indonesian cuisine, cultural arts, culture-based fashion, and traditional games presented in an interactive format, including the Nusantara Carnival and the Nusantara Games Relay.
The wide range of activities demonstrated that jamu and traditional Indonesian games can continue to be introduced to younger generations through participatory, educational, and enjoyable experiences.
The Ministry of Creative Economy believes that culture is one of the fundamental pillars of Indonesia’s creative economy development. Through innovation, various forms of local heritage can be transformed into creative products and activities that generate added value while reinforcing Indonesia’s unique identity.
Doc. Bureau for Communication of the Ministry of Creative Economy / Creative Economy Agency.
Jamu serves as a prime example of how tradition can continue to adapt to changing times while also possessing the potential to reach broader markets, including international audiences. Jony Yuwono, Founder of Acaraki, stated that the Festival Jamu Nusantara was created to demonstrate that traditions can continue to evolve without losing their cultural roots.
"Through the Festival Jamu Nusantara, we want to encourage the public to see that jamu and Indonesian culture can continue to grow and evolve with the times. When tradition meets creativity, cultural heritage is not only preserved but also generates new opportunities for present and future generations," said Jony.
The Festival Jamu Nusantara demonstrates that cultural preservation can go hand in hand with creativity and innovation. When traditions are presented through approaches that are closely connected to people’s everyday lives, culture not only remains sustainable but also becomes increasingly relevant to new generations. Through collaboration among various stakeholders, jamu is expected to continue growing as a source of national pride that is recognized, appreciated, and celebrated around the world.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
