inp.polri.go.id - Jakarta. Minister of Creative Economy Teuku Riefky Harsya stated that herbal medicine products, such as Jamu, as intellectual property based on national heritage, have the potential to create added economic value and strengthen Indonesia's competitiveness in the global market.
"Jamu must continue to develop by strengthening its brand, IP, and intellectual property rights, so that it has added value and provides a real economic impact for its entire ecosystem," said the Minister of Creative Economy on Monday (6/15/2026).
He explained that herbal medicine is no longer viewed solely as a traditional herbal drink, but has evolved into a part of the modern lifestyle and is present in various creative economy spaces, from cafes, hotels, shopping centers, to wellness-based tourist destinations.
This shift in healthy lifestyle trends opens up significant opportunities for herbal medicine-based products to reach a wider market.
Teuku stated that strengthening storytelling, branding, promotion, networking, market access, and funding is crucial to encourage herbal medicine entrepreneurs to increase their competitiveness and expand their reach internationally.
"Indonesia has great potential to become a global wellness center. We have a strong herbal medicine tradition, abundant spices, and a vibrant health culture. The challenge is how to wrap this potential through collaborations involving business players, academics, the media, associations, and financial institutions to compete in the global market," he explained.
To realize this vision, the Ministry of Creative Economy continues to strengthen cross-sector collaboration in developing wellness-based subsectors with the Indonesian Herbal Medicine Council (DJI) during the 2026 Jamu International Conference and Expo (JICE), which will take place this coming October.
These efforts are expected to increase exports, attract investment, create quality jobs, and enhance the creative economy's contribution to national and regional economic growth.
This collaboration is expected to expand the promotion of Indonesian herbal medicine and strengthen its position in the global market.
(ad/ndt/pr/rs)
