ER
THE MINISTRY of Creative Economy (Ekraf), during an audience with the Indonesian Herbal Medicine Entrepreneurs Association (GP Jamu) and related industry players at the Ekraf Ministry Office in Jakarta, discussed strengthening the 2026 Nusantara Jamu Festival as a strategic platform to promote jamu as a cultural heritage and a creative economy product relevant to current developments.
According to Deputy Minister of Creative Economy, Irene Umar, said the 2026 Nusantara Jamu Festival is designed as a national-scale event that combines cultural heritage with various sub-sectors ranging from culinary arts, fashion, interactive experiences, and wellness. Unlike previous years, this year’s festival will be focused on a single, two-day event to create a more measurable and massive impact.
“I welcome this initiative and emphasize the importance of strengthening the narrative of jamu as part of today’s lifestyle. The Nusantara Jamu Festival must be able to present an authentic experience that is also relevant to the younger generation. We want jamu to be known not only as a tradition, but also as a proud part of a lifestyle,” she said recently.
Irene also encouraged the festival to become a space for inclusive collaboration between entrepreneurs, creators, and communities. The Ministry of Creative Economy is ready to support initiatives that connect cultural heritage with innovation.
Meanwhile, the Chairman of GP Jamu, Jony Yuwono, stated that the 2026 Nusantara Jamu Festival could become a sustainable national cultural movement. With government support, it is hoped that it will open access for traditional culinary delights like jamu to innovate and attract wider market demand.
“We want this festival to become an annual national celebration that can elevate jamu to a higher level, both in terms of its cultural and economic value. Collaboration with the government is key to expanding its impact,” Jony affirmed.
The audience also highlighted the strengthening of intellectual property value through cultural digitalization initiatives, one of which is the Alih Aksara Nusantara platform, a collaboration with Acaraki. This initiative opens up new opportunities, particularly in the development of designs, branding, and campaigns based on authentic local identity.
Likewise, Bella Belinda, Client Solution Manager of PT ADX Asia, added that a creative approach is key to reaching a wider audience.
“We see great potential in packaging herbal medicine through a creative and digital approach. This festival is not only a promotional event, but also an engagement platform that can attract the interest of the younger generation and open up opportunities for cross-industry collaboration,” Bella concluded.
The 2026 Nusantara Herbal Medicine Festival is scheduled to take place from June 6 to 7, 2026, in Jakarta, as part of the National Herbal Medicine Day celebrations. The Ministry of Creative Economy is optimistic that this collaboration will make herbal medicine part of the New Engine of Growth and strengthen Indonesia’s cultural identity globally. [traveltext.id]
