Jakarta, 16 November 2025 – The Ministry of Creative Economy/Creative Economy Agency continues to demonstrate its commitment to local products with strong creative economic value, including jamu (Indonesia’s traditional herbal drink). This commitment was reflected in the presence of Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency Irene Umar at the Acaraki Jamu Festival, which is held five times a year.
Deputy Minister of Creative Economy, Irene Umar, attended the 2025 Indonesian Musical Festival presented by Jakarta Musical Crew (Jaksical) at Taman Ismail Marzuki, Jakarta, Saturday (11/15/2025).
“The Ministry of Creative Economy sees jamu as a deep-rooted Indonesian tradition with a unique selling point. We appreciate the Acaraki Jamu Festival for elevating jamu as one of Indonesia’s icons, with flavors and benefits that can be felt by the wider public. Moreover, jamu is part of the culinary subsector of the creative economy,” said Deputy Minister Irene during the Acaraki Jamu Festival’s National Heroes Day edition at Taman Fatahillah in Kota Tua, Jakarta, on Sunday, 16 November 2025.
Previously, Irene also attended the Acaraki Jamu Festival held on 27 July 2025 at Epiwalk. She believes that this festival not only preserves cultural heritage and promotes the jamu-drinking tradition, but also fosters creative spirit through traditional games and Nusantara scripts, both of which can inspire future creativity.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency
“We are also actively helping promote Indonesian heritage through language and scripts. This highlights Indonesia’s cultural diplomacy as part of the richness of Indonesian culture, with many derivative creative products. The festival also features fashion designs inspired by traditional jamu gendong vendors. All of this helps accelerate the introduction of Indonesian heritage to the international arena,” added Irene.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency
The Acaraki Jamu Festival is grounded in the philosophy that “to serve” is not merely to offer a drink, but to welcome, nurture, and preserve invaluable traditions. Acaraki Founder Jony Yuwono sees the festival as a way to bring traditional values to the public stage in ways that resonate with today’s generation.
“Our idea is that the Acaraki Jamu Festival is not just about presenting jamu, but about welcoming everyone. We hope the festival becomes a blend of history, art, culture, and creativity. Its purpose is to inspire future creative economy champions through collaboration and by extending hospitality to one another,” said Jony Yuwono, who also serves as Chairperson of the Indonesian Association of Jamu and Traditional Medicine Entrepreneurs.
As a timeless traditional product, jamu continues to evolve while remaining relevant across generations. It is a heritage passed down by ancestors that must be preserved. The Acaraki Jamu Festival also showcases jamu as a distinctive Indonesian attraction, with efforts to modernize public perception and expand its international reach.
“I extend my gratitude to all creative economy fighters, especially jamu entrepreneurs and vendors who initiated the Acaraki Jamu Festival. We hope this event can help realize Jakarta as a culturally grounded global city, beyond a mere slogan or story. May we continue working together to explore the many cultural expressions of Jakarta for everyone to enjoy. Let us preserve the traditions we cherish, including the tradition of drinking jamu,” said Uus Kuswanto, Mayor of West Jakarta.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency
As part of its effort to preserve the jamu-drinking tradition, the festival began with a 2.5 km fun walk carrying jamu baskets, followed by a ceremonial royal carriage procession. The opening ceremony featured the symbolic striking of a pestle into a container of spices, recognition of today’s “heroes” such as representatives from the jamu gendong community, Kota Tua art workers, ‘ojek’ online drivers, and the Public Facilities and Infrastructure Handling Unit (PPSU), and continued with the launch of the Indonesian version of the song “Shadow of the Light.”
Visitors at the Acaraki Jamu Festival could also enjoy free-flow traditional jamu, sponsor booth activations, free massage (qerik), a Nusantara traditional games relay area, a coloring competition at the kids’ corner by Simbalion, a testimonial board featuring Nusantara scripts, as well as the chance to win door prizes and a grand prize. These activities reflect a commitment to preserving cultural heritage as part of building the creative economy as a new engine for national economic growth.
Also present were Assistant Deputy for Domestic Tourism Marketing of the Ministry of Tourism Erwinta Dianti, Head of the Jakarta Provincial Office of Culture Mochamad Miftahulloh Tamary, Head of Kota Tua Management Unit of the Jakarta Provincial Tourism and Creative Economy Office Denny Aputro, and BTN Director of Network and Funding Rully Setiawan.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
