More Than Just a Drink: Jamu’s Journey From Ancient Remedy to Global Trend
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Jamu, a vibrant and potent Indonesian tonic made with turmeric, ginger, and a symphony of other botanicals, is more than just a beverage. It’s a cultural cornerstone, a whisper of ancient wisdom passed down through generations, and a testament to Indonesia’s rich history with herbal medicine.
For centuries, families have treasured their unique jamu recipes, combining traditional techniques like grinding spices in a mortar and pestle to create a thick, flavorful slurry. Whether enjoyed cold, warm, or as a shot, jamu has served as a staple for enhancing well-being, boosting immunity, and providing a wholesome energy lift.
A renewed gratitude for Traditional Remedies
Recently, jamu has experienced a surge in popularity, especially during the rise of health consciousness. Young entrepreneurs and dedicated craftspeople are opening jamu cafes across Indonesia, while revitalized recipes are finding their way onto cocktail menus, showcasing the timeless appeal of this ancient elixir.
even across the globe, in places like the United States, a vibrant jamu community is emerging. third-generation jamu maker Shanley Alya Suganda, who founded Djamu in new York City in 2021, is taking this traditional medicine to new heights, emphasizing its delicious and accessible nature.
Restaurants like Wayan in New York City are also showcasing jamu on their menus, demonstrating the growing acceptance of this unique beverage among adventurous diners.
Jamu: A Journey Through Generations
“When I was little, my mother always made me drink jamu,” shares Ochi Latjuba, co-owner of Wayan. “She insisted it would strengthen my immune system if I was going to get sick. Those times spent with jamu are a fond memory of my early years and are closely linked to my mother’s guidance and concern.”
For Ibu Lilik, a third-generation herbalist who conducts jamu rituals at The Laguna Resort and Spa in Nusa Dua, Bali, jamu represents more than just a drink. “Jamu is made from the island’s plentiful natural resources,,” she explains,”It has been handed down through the years and reflects Indonesia’s rich tradition. It is praised for its ability to heal as well as for its ability to strengthen relationships between people and the land.”
While the earthy, often bitter flavor of jamu can be polarizing, the positive associations it evokes for many Indonesians are undeniable. Though some remember being forced to consume it as children, the connection to their heritage and the comfort it provides remain strong.
A Flavorful Transformation
Recognizing the potential of jamu to reach a wider audience,Suganda embarked on a mission to make it more palatable without sacrificing its inherent goodness. “Why was jamu so terrible?” she questioned, “It felt more like a punishment than a treatment!”
She determined to change that perception, striving to create jamu that is both beneficial and delightful, a testament to the power of tradition infused with modern innovation.
What are the main health benefits of Jamu supported by scientific research?
Archyde News: A Conversation with budi Sudarto, CEO of Jamu Global
Archyde News Editor: Let’s welcome Budi Sudarto, CEO of Jamu Global, the company pioneering the global expansion of the ancient Indonesian healing elixir, Jamu. Thank you for joining us today, Budi.
Budi Sudarto: Thank you for having me. I’m delighted to share our journey with Archyde’s readers.
Editor: Let’s start at the beginning. Can you tell us about jamu’s origins and how you discovered its vast potential?
Budi: Jamu originated from conventional Indonesian medicine, dating back centuries. It’s a product of our rich cultural heritage, passed down through generations. I first encountered Jamu as a child, watching my grandmother prepare it from locally sourced ingredients. The vibrant color, the pungent aroma, and the revitalizing taste — it was love at first sip. Years later, while I was living abroad, I realized that Jamu was almost unknown outside Indonesia. I saw an possibility to share this ancient remedy with the world.
Editor: That’s a engaging story. What makes Jamu unique, and why do you believe it’s gaining traction globally?
Budi: Jamu is unique due to its balanced blend of natural ingredients. Each component – turmeric, ginger, lemongrass, tamarind, and many more — brings its own healing property to the table. When combined, they create a symphony of flavors and health benefits. People are increasingly seeking natural, holistic ways to boost their immunity and wellbeing. jamu, with its centuries-old pedigree and modern scientific backing, fills that gap.
Editor: Speaking of science,what does research say about Jamu’s health benefits?
Budi: Scientific studies have corroborated many of Jamu’s traditional uses. Turmeric, as an example, has been found to have anti-inflammatory properties. Ginger aids digestion and has anti-inflammatory effects too.Other ingredients have shown potential in supporting liver health, improving skin conditions, and even aiding cardiovascular health. But remember, Jamu is not a cure-all. It’s a natural health supplement, best experienced as part of a balanced lifestyle.
Editor: You’ve mentioned lifestyle. How does Jamu fit into modern lifestyles?
Budi: jamu is perfect for modern lifestyles as it’s versatile. You can have it hot or cold, sweetened or not. It’s a refreshing choice to sugary sodas or energy drinks. Moreover, Jamu’s ingredients are clean and natural, appealing to today’s health-conscious consumers. We’re also seeing Jamu used in smoothies, lattes, and even as a ingredient in skincare products.
Editor: That’s indeed versatile. Now, Jamu Global is leading this global expansion. What challenges have you faced, and how have you overcome them?
Budi: The biggest challenge has been educating consumers about Jamu. It’s an unfamiliar product in many markets, so we’ve had to invest a lot in storytelling and education. We’ve also had to adapt to local tastes — Jamu in Indonesia is quite different from what we sell in Europe, such as. but these challenges have also been opportunities.They’ve allowed us to innovate, to create new formulations, and to bring the best of Jamu to the world.
Editor: That’s truly a remarkable journey. Where do you see Jamu in the next five years?
Budi: I see Jamu continuing its global expansion. We’re looking to enter new markets, to build more partnerships with brands that share our vision. I also see Jamu becoming part of more people’s daily routines,a staple in pantries worldwide. But more importantly, I see Jamu as a symbol of Indonesian culture and heritage, a testament to the power and wisdom of our ancestors.
editor: A tall order, but judging by how far you’ve come, we have no doubt you’ll achieve it. Thank you, Budi, for this insightful conversation.
Budi: Thank you. It’s been a pleasure.
Stay tuned to Archyde for more on Jamu’s Journey From Ancient Remedy to Global Trend.
