The Herbal Medicine Festival has featured a variety of Indonesia’s newly created herbal medicine products, spice education, and interactive experiences that raise public awareness of the cultural value and economic potential of herbal medicines.

Jakarta (Indonesia Window) — Deputy Minister of Creative Economy at the Indonesian Ecomic Creative Ministry, Irene Umar, attended the Herbal Medicine Festival at Epiwalk, South Jakarta, showing government support for local industries of herbal medicines (locally known as jamu).

"Jamu is not just a tradition, but also a cultural identity with great potential to go global. Through this festival, not only do we celebrate the richness of our ancestral heritage but also encourage the regeneration of herbal medicine practitioners and innovation to make them relevant to today's lifestyles," Irene Umar said on Saturday, July 26, 2025.

"I appreciate the initiative of an event like this because when culture meets the enthusiasm of the younger generation, that's where the power of the creative economy emerges," Irene added.

The Herbal Medicine Festival also serves as a form of support for cultural preservation and increasing literacy among the younger generation about local heritage, the Indonesian Ministry of Creative Economy website quoted Irene as saying.

The event featured a variety of new herbal medicine products, spice education, and interactive experiences that raised public awareness of the cultural value and economic potential of the herbal medicines.

Jony Yuwono, Founder of Acaraki and the event's initiator, emphasized the importance of a cross-generational approach.

"We want to make herbal medicine not just remembered, but used. With a touch of creativity and fun education, young people can become part of this preservation movement," he said.

Meanwhile, Yuke Sri Rahayu, Deputy for Creativity, Culture, and Design at the Ministry of Creative Economy, emphasized the strategic position of herbal medicines in the Indonesian national creative economy ecosystem.

"We are preserving Indonesian culture and traditions, while also encouraging innovation to remain relevant. We should be grateful that this nation is blessed with extraordinary cultural diversity. I believe the word 'jamu' comes from the word 'Java' and 'ngramu', a prayer for health. And now, herbal medicines are not only a heritage, but also a new engine of growth for Indonesia," Yuke noted.

As part of strengthening cultural values, the Jamu Festival has also featured interactive and educational activities, including a creatively packaged traditional games zone.

These local games represent a cultural heritage that should not be eroded by time and must be continuously preserved and innovatively adapted to remain relevant.

They must then be developed as part of culture-based creative products that contribute to the growth of the creative economy subsector.

The festival demonstrates that cultural heritage such as jamu can become a new force, not only in building national identity but also as a flagship product worthy of competing in the global market.

Reporting by Indonesia Window