Jakarta, July 26, 2025 — Deputy Minister of Creative Economy, Irene Umar, attended the Jamu Festival at Epiwalk, South Jakarta, reaffirming the government’s support for bringing Indonesia’s traditional herbal potion, jamu, to the global stage.
Kementerian Ekraf Apresiasi Festival Jamu Warisan Nusantara Jadi Motor Baru Ekonomi Kreatif, Jakarta, Sabtu (27/07/2025).
“Jamu is not just a tradition, but also a cultural identity with vast potential to go global. Through this festival, we are not only celebrating the richness of our ancestral heritage but also encouraging the regeneration of practitioners and innovation in jamu products to stay relevant in today’s lifestyle,” said Deputy Minister Irene on Saturday, July 26, 2025.
“I truly appreciate initiatives like this because when culture intersects with the spirit of younger generations, that is where the strength of the creative economy emerges,” she added.
Dok. Biro Komunikasi Kemenekraf.
The Jamu Festival also serves as an effort to preserve culture and increase youth literacy about local heritage. The event showcased a wide range of innovative jamu products, spice education sessions, and interactive experiences designed to raise public awareness of both the cultural value and the economic potential of the jamu industry.
Jony Yuwono, Founder of Acaraki and initiator of the festival, highlighted the importance of an intergenerational approach.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
“We want jamu not only to be remembered but also to be used. With a touch of creativity and engaging education, young people can take part in this preservation movement,” he said.
Meanwhile, Yuke Sri Rahayu, Deputy for Creativity, Culture, and Design at the Ministry of Creative Economy, emphasized jamu’s strategic role in the national creative economy ecosystem.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
“We are preserving Indonesian culture and traditions while encouraging innovation to remain relevant. We should be grateful for the extraordinary cultural diversity of our nation. I believe the word jamu comes from jawa and ngramu, meaning a prayer for health. Today, jamu is not only heritage but also the new engine of growth for Indonesia,” Yuke noted.
As part of strengthening cultural values, the festival also featured creative interactive activities, including a zone for traditional games presented in innovative ways. These local games, as cultural heritage, must be preserved and adapted creatively to remain relevant and developed as culture-based creative products that contribute to the growth of the creative economysubsector.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
The Jamu Festival demonstrates how cultural heritage like jamu can serve as a new force, notonly in building national identity but also as a competitive flagship product in the global market.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communications
Ministry of Creative Economy / Creative Economy Agency
