Over the past two decades, there has been a resurgence of jamu; both in the traditional sense, and a more modern one. In the ’80s and ’90s, the rise of Western medicine saw jamu beginning to waver in popularity, says Murdaya. But over the past two decades, and even more so after the global pandemic, the rise of wellness has given new life to the millennia-old tradition. “There’s an increased desire to return to traditional healing practices because people are recognizing Western medicine is good, but not complete,” says Murdaya. “That’s why it’s the perfect time to reintroduce jamu to the world.” According to the National Library of Medicine, public interest in alternative medicine dramatically escalated in Indonesia during the pandemic, as did exports of jamu out of the country.
There are also more jamu businesses than ever, reimagining classic jamu recipes in powder sachet and bottle form for modern convenience. “I see my part in jamu as bridging the history and heritage for the younger generation and modern lifestyle,” says Nova Dewi, founder of Suwe Ora Jamu, which offers the grab-and-go version of common jamu drinks. Vanessa Kalani, the founder of herbal blend brand Nona Kalani, whose family has been in the jamu business for four generations, has the same attitude; it’s spreading the spirit and back-to-the-basics essence of jamu. “Everyone has good intentions,” says Kalani. “It’s about coming back to nature and appreciating the environment as our ancestors did.” Indonesia, is, after all, home to 30,000 different plant species, and is among the most biodiverse countries in the world.
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