Indonesia: “jamu,” the traditional remedy that is attracting a new generation
From popular markets to art galleries, Indonesian youth are breathing new life into “jamu,” an ancestral herbal beverage that has emerged as a cultural, economic, and identity marker.
At the Nguter market, in the heart of Indonesia's Central Java province, activity begins at dawn. More than fifty vendors offer their recipes for beras kencur , kunir asem , and temulawak —all preparations of jamu, a traditional herbal remedy with renowned benefits. Whether handcrafted or packaged as syrups, powders, or infusions, they are now exported throughout the archipelago.
Long confined to domestic use, jamu is now experiencing a comeback. Driven by a new generation of artisans, designers, and entrepreneurs, it is finding its way into markets, trendy cafes, and art galleries, and its consumption has been steadily increasing since 2015, according to the Indonesian version of Deutsche Welle .
For Professor Daniel Tjen, president of the Indonesian Council of Traditional Medicine, “ Jamu is not just Javanese knowledge. Jamu is a heritage of the entire archipelago.”
The roots of jamu plunge
Courrier International
