"Jamu is not just a tradition but also a cultural identity with great potential to go international. Through the Jamu Festival, we are not only celebrating the rich heritage of our ancestors but also encouraging regeneration and innovation in jamu products to ensure they are relevant until now," Deputy Minister of Creative Economy Irene Umar stated while attending the Jamu Festival at Epiwalk, South Jakarta, on Saturday.
"I appreciate this kind of initiative, because when culture meets the enthusiasm of the younger generation, the power of the creative economy will emerge," she stated, as quoted in a ministry press release, Monday.
Ministry's deputy for creativity, culture, and design, Yuke Sri Rahayu, stated that the government is striving to preserve Indonesian culture and traditions, including jamu, which plays a strategic role in the national creative economy ecosystem.
"We should be grateful because our nation is blessed with extraordinary cultural diversity. I think the word 'jamu' comes from 'Javanese' and 'ngramu,' which implies a prayer for health. And now, jamu is not only a heritage but also a new engine driving Indonesia's growth," she remarked.
The Jamu Festival presented a variety of new jamu creations, spice-related education, and interactive experiences to raise awareness of the cultural value and economic potential of the jamu industry.
Acaraki founder, Jony Yuwono, the event's initiator, emphasized the importance of implementing an intergenerational approach in promoting and preserving jamu.
"We want jamu to be not only remembered but also used. With creativity and enjoyable education, the young people can become part of this preservation campaign," she stated.
Jamu is a traditional Indonesian drink or remedy made from natural ingredients, mainly herbal plants, and has long been used to maintain health and relieve various ailments.
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Translator: Fitra Ashari, Asri Mayang Sari
Editor: Primayanti
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