Jamu 101: Surprising Reasons This Ancient Indonesian Superdrink Is Taking Over Global Wellness

Introduction: What Is Jamu, and Why the Buzz Now? 

Jamu is a traditional Indonesian herbal remedy that has been used for centuries to support health and balance within the body. Typically made from a blend of roots, spices, and plants like turmeric, ginger, tamarind, lemongrass, galangal, and cinnamon, jamu is consumed in liquid form—either as a daily tonic or a targeted remedy for specific conditions. While it has long been a staple in Indonesian households, jamu is now attracting global attention as the wellness industry turns back to ancient, plant-based solutions.

In the wake of the COVID-19 pandemic, interest in natural immunity boosters surged. This trend gave jamu a fresh spotlight—not only in Indonesia but in major wellness hubs such as the U.S., Europe, and Japan. Consumers are increasingly drawn to functional beverages with anti-inflammatory and antioxidant benefits, and jamu fits perfectly into this demand for natural, preventative health products.

As a result, jamu is no longer just a grandmother’s recipe—it’s a rising star in the global herbal wellness movement, with investors and wellness brands beginning to take serious notice.

The Origins of Jamu: More Than a Drink

Jamu is far more than just a herbal beverage—it is a living tradition deeply rooted in Indonesia’s cultural identity. Originating from the royal courts of Central Java, jamu was historically prepared by palace healers for kings and queens to promote vitality, beauty, and spiritual harmony. Over time, this practice spread from aristocratic circles to everyday village life, where jamu became an essential part of community health and well-being.

Traditionally, jamu is prepared by women—often grandmothers or local herbalists—who pass down recipes through generations. Each village or family may have its own blend tailored to specific ailments, stages of life, or even spiritual needs. The making of jamu is often a personal ritual, tied to intuition, observation of nature, and ancestral knowledge.

Beyond its medicinal value, jamu symbolizes a holistic approach to life: one that seeks balance between body, mind, and spirit. Its preparation and consumption are often tied to concepts of harmony with the natural world, aligning physical health with inner well-being.

Today’s rising interest in jamu is not just about ingredients—it’s about reconnecting with a wellness philosophy that honors tradition, sustainability, and the wisdom of plant-based healing.

Types of Jamu and Their Functional Benefits

Jamu comes in many forms, each crafted with specific health benefits in mind. These functional drinks combine Indonesia’s native herbs, spices, and roots—each with unique healing properties that modern science is just beginning to validate.

One of the most well-known varieties is Jamu Kunyit Asam, made from turmeric and tamarind. This bright orange blend is prized for its anti-inflammatory and antioxidant properties, often consumed to boost immunity, improve skin tone, and ease menstrual discomfort.

Jamu Beras Kencur is another popular choice, especially among younger consumers. Made with rice, aromatic galangal (kencur), and palm sugar, it’s slightly sweet and invigorating. Traditionally, this jamu is believed to boost energy, improve appetite, and aid digestion.

Jamu Temulawak—crafted with Java ginger (temulawak)—is used to promote liver health and is associated with clearer, healthier skin. It’s particularly recommended for detox routines.

Jamu Cabe Puyang is a spicier blend used for pain relief and muscle recovery, often consumed by those suffering from fatigue or post-activity soreness.

Modern wellness brands are now creating contemporary jamu blends, infusing them with ingredients like honey, coconut water, or probiotics to appeal to global health trends. These updated formulas maintain the traditional healing intent of jamu while offering flavors and formats more familiar to export markets.

Whether traditional or modern, jamu continues to serve as a bridge between ancient wisdom and today’s functional wellness market.

Global Demand: Jamu as Indonesia’s Superfood Export

As the global wellness market shifts toward natural remedies, jamu is rapidly gaining attention as one of Indonesia’s most promising superfood exports. Post-pandemic consumer behavior in the EU, U.S., and Japan reflects an increasing appetite for adaptogens, natural immunity boosters, and functional drinks—a trend jamu fits into perfectly.

Turmeric lattes, ginger shots, and kombucha may have taken over the shelves in the West, but savvy consumers are now looking for authentic ancient remedies. This has opened the door for jamu, which offers a deeper heritage and wider range of benefits. Ingredients like turmeric, ginger, temulawak, and tamarind are already familiar, but jamu packages them in holistic, time-tested formulas.

The functional drinks sector is projected to reach USD $200 billion by 2030, and jamu is beginning to carve out its niche. Indonesian brands like Herborist, JAMU by Nyonya Meneer, Javara, and even global supplement players like SUKU Wellness are now marketing jamu-based or jamu-inspired products abroad, with strong traction in wellness-centric markets.

To meet global standards, Indonesian producers must secure BPOM certification, ensure organic labeling, and comply with food safety and export regulations—challenges, but also major stepping stones toward tapping this booming demand.

For entrepreneurs and wellness investors, jamu represents not just cultural heritage but an exportable health trend with real staying power. As the West continues its love affair with “ancient wisdom,” jamu’s golden hour may just be beginning.

Where to Try and Learn About Jamu in Bali & Lombok

For those interested in experiencing jamu firsthand, both Bali and Lombok offer rich opportunities to sip, learn, and even make this iconic Indonesian herbal drink.

In Bali, the wellness capital of Southeast Asia, jamu has already become a staple on café menus and retreat itineraries. Ubud’s The Seeds of Life and Canggu’s Give Café are popular spots where jamu is served fresh, often with creative twists like added probiotics or adaptogenic herbs. At Alchemy and Yoga Barn, wellness centers known for their holistic retreats, you can join hands-on jamu workshops where local herbalists explain the ingredients, their benefits, and preparation rituals.

Over in Lombok, jamu culture remains more traditional—but that’s what makes it fascinating. In Kuta Mandalika and Senggigi, small spas and open-air markets sell bottles of homemade jamu daily. Many of these are produced by local women using family recipes passed down for generations. There's also a growing movement of home-based jamu artisans starting to go premium, bottling jamu in eco-friendly packaging and catering to villa guests, wellness retreats, and tourists.

If you're considering turning jamu into a business or export idea, exploring the scene in Bali and Lombok is essential. These islands are not only places to enjoy jamu, but also to meet producers, learn the rituals, and experience firsthand how this ancient drink is adapting to modern wellness trends.

Business Opportunities: From Local Craft to Global Brand

The growing popularity of jamu in both local and international markets is creating new business opportunities for entrepreneurs, wellness brands, and investors. Whether you’re based in Indonesia or looking to import, there are multiple entry points to turn jamu into a scalable venture.

One of the most accessible ideas is to launch a jamu-focused wellness café, especially in high-footfall areas like Bali’s Ubud or Lombok’s Kuta Mandalika. Here, jamu can be served as ready-to-drink elixirs, infused smoothies, or functional shots, appealing to health-conscious tourists and locals alike. Another smart strategy is to white-label jamu for spas, hotels, or yoga retreats that want to offer branded herbal drinks without setting up production from scratch.

Supply chain is key—partnering with trusted herbal farms in Java, Bali, or Lombok ensures consistency and sustainability in your jamu formulations. Organic certification and traceability are also important, especially if you're targeting the EU or US markets.

For serious players, setting up a PT PMA (foreign investment company) allows for local production, hiring, and jamu export operations legally and efficiently. This is especially useful if you're co-branding or looking to expand regionally in Asia-Pacific.

With the right team and partnerships, jamu can evolve from a home remedy to a global superfood brand. The timing is perfect—consumers are actively seeking alternatives to synthetic supplements, and jamu has centuries of trust behind it.

Challenges and What Investors Need to Know

While the global rise of jamu presents exciting business potential, there are real challenges that investors must prepare for. First, sourcing high-quality jamu ingredients consistently can be difficult. Much of Indonesia’s jamu supply comes from small-scale farmers who may lack access to organic certification, standardized harvesting methods, or efficient logistics. This can lead to batch inconsistencies in taste, potency, or shelf life—critical concerns for global wellness brands.

Regulatory hurdles are another key issue. Any jamu product intended for export must comply with BPOM (Indonesia’s National Agency for Drug and Food Control) regulations. Additionally, most overseas buyers require halal certification, and markets like the EU and U.S. demand organic and sustainable labeling with clear provenance. Navigating these layers of certification can be costly and time-consuming.

Beyond compliance, product development matters. Western consumers expect modern branding, attractive packaging, and palatable flavor profiles. Many traditional jamu blends can taste too strong or bitter without adaptation, so R&D and taste testing are crucial.

Still, with the right partnerships, jamu has a unique advantage: authenticity. When tied to Indonesia’s booming wellness tourism and retreat economy, it can become more than a product—it can be an experience.

Conclusion: The Future of Jamu Is Now

From its humble roots in Javanese kitchens and royal courts, jamu has blossomed into a global wellness contender. Its rich cultural significance, backed by centuries of use, makes it more than just a trend—it’s a tradition with proven relevance in today’s health-conscious world. As consumers around the globe shift toward natural remedies and preventative health, jamu offers a compelling story, powerful functional benefits, and deep authenticity.

For wellness entrepreneurs, jamu represents a unique strategic entry point into both the Indonesian and international functional beverage markets. Whether you're building a brand around plant-based superfoods, launching a wellness café, or co-branding with spa and retreat operators, the opportunities to innovate are abundant. And with Bali and Lombok already popular destinations for wellness travel, the synergy between tourism and product experience is hard to ignore.

But timing is key. Entering the jamu space now means positioning your business at the forefront of a movement—before it becomes oversaturated. Explore local partnerships, invest in smart packaging and R&D, and respect the cultural roots of jamu while modernizing its delivery.

The market is ready, the story is compelling, and the ingredients are already in your favor. The future of jamu is now.