Yogyakarta, June 13, 2026 – Minister of Creative Economy/Head of the Creative Economy Agency, Teuku Riefky Harsya, emphasized that jamu is not only part of Indonesia’s cultural heritage but also a cultural intellectual property (IP). According to him, jamu has the potential to generate added economic value and strengthen Indonesia’s competitiveness in the global market.
Minister of Creative Economy Teuku Riefky Harsya speaks at the Jejamuan: Exploring Indonesian Jamu Podcast Episode 1, themed “Civilization at Pakualaman Palace,” in Yogyakarta, Saturday (13/6/2026).
The Minister delivered the statement while appearing as a guest speaker on the first episode of the Jejamuan: Exploring Indonesian Jamu podcast, themed Civilization at Pakualaman Palace, in Yogyakarta.
“Jamu must continue to evolve through stronger branding, intellectual property development, and intellectual property protection so that it can create added value and generate tangible economic impact across its entire ecosystem,” said the Minister on Saturday (13/6).
The Minister also highlighted the transformation of jamu, which is no longer viewed solely as a traditional herbal beverage. Today, jamu has become part of modern lifestyles and can be found across various creative economy spaces, ranging from cafés, hotels, and shopping centers to wellness-based tourism destinations.
“Today, we see that jamu is no longer merely associated with traditions of the past. It has become part of the modern lifestyle and is embraced by people across generations, including Gen Z and millennials,” he explained.
Doc. Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
This growing healthy lifestyle trend presents significant opportunities for jamu-based products to reach broader markets. Therefore, strengthening storytelling, branding, promotion, networking, market access, and financing is essential to help jamu entrepreneurs enhance their competitiveness while expanding their reach internationally.
Furthermore, the Minister noted that Indonesia possesses strong assets to position itself as one of the world’s leading wellness destinations. Its abundant spices, long-standing herbal healing traditions, and culture of wellness passed down through generations provide a solid foundation for future growth.
“Indonesia has enormous potential to become a global wellness hub. We have a strong jamu tradition, abundant spice resources, and a culture of health and wellness that remains alive today. The challenge is how to professionally package these strengths through collaboration among businesses, academics, media, associations, and financial institutions so that they can compete in the global marketplace,” the Minister stated.
Doc. Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
To realize this vision, the Ministry of Creative Economy continues to strengthen cross-sector collaboration in developing wellness-based creative economy subsectors. These efforts are expected to boost exports, attract investment, create quality jobs, and increase the contribution of the creative economy to both national and regional economic growth.
As a concrete step, the Ministry is prepared to collaborate with the Indonesian Jamu Council in organizing the Jamu International Conference and Expo (JICE) 2026, which is scheduled to take place this October. The collaboration is expected to further promote Indonesian jamu and strengthen its position in the global market.
Kiagoos Irvan Faisal
Head of Bureau of Communications
Ministry of Creative Economy/Creative Economy Agency
