From Village Markets to Modern Cafés

Long before wellness shots, detox drinks, and matcha lattes became global trends, Indonesians had their own natural health drink: jamu. Made from herbs, roots, and spices, this golden beverage has been enjoyed for centuries and is now finding a new generation of fans.



Small Cultural Story 

For decades, jamu sellers could be seen walking through villages carrying bottles of herbal drinks in woven baskets. Today, the same tradition is being reimagined in modern cafés and wellness shops across Indonesia. 
Every year on May 27, Indonesia celebrates National Herbal Medicine Day, a reminder of the importance of preserving this cultural heritage for future generations. The date was chosen to honor the contributions of Siti Hartinah Soeharto, widely known as Ibu Tien Soeharto.who played an important role in promoting jamu as part of Indonesia's cultural identity.
Her support helped raise awareness of traditional herbal medicine and encouraged efforts to preserve and develop Indonesia's rich herbal traditions.
Fun Fact In 2023, Indonesia's traditional herbal knowledge was recognized by UNESCO as part of the Intangible Cultural Heritage of Humanity.

Is jamu still relevant in 2026 ?

In an era dominated by modern medicine and fast-paced lifestyles, many people are rediscovering the appeal of natural wellness products. Jamu is not simply a herbal beverage it is a living tradition that reflects Indonesia's connection to nature and holistic well-being. For centuries, recipes have been passed from one generation to the next, often prepared using locally sourced plants and spices. This knowledge forms an important part of Indonesia's cultural identity. Modern cafes and wellness brands have even introduced innovative variations such as jamu lattes, bottled herbal drinks, instant jamu powders, and cold-brew herbal beverages. As health-conscious lifestyles continue to grow, jamu is finding a new audience both in Indonesia and internationally.

Popular Types of Jamu and Their Benefits
Beras Kencur
Rice and kencur (sand ginger)
Refreshes the body, helps reduce fatigue, stimulates appetite, and provides a mild energy boost.
Kunyit Asam
Turmeric and tamarind
Supports women's health, promotes overall wellness, helps maintain healthy skin, and refreshes the body during hot weather.
Temulawak
Javanese turmeric (Curcuma xanthorrhiza)
Supports digestive health, promotes appetite, maintains general well-being, and supports healthy liver function.
Pahitan
Various bitter medicinal herbs
Helps cleanse the body, supports digestive health, and promotes overall wellness.



Preserving a Valuable Heritage
As global interest in natural wellness products continues to grow, jamu offers Indonesia an opportunity to share one of its most valuable traditions with the world.
National Herbal Medicine Day serves as a reminder that ancestral wisdom still has a place in modern life. While trends come and go, the principles behind jamu natural ingredients, balance, and community knowledge remain relevant.
From traditional village markets to modern wellness cafés, jamu continues to evolve without losing its roots. Its survival proves that some traditions do not fade with time they simply find new ways to thrive.