Jamu as Indonesian Cultural Heritage and Modern Health Innovation
Authors: Nurcholis Waras , Arianti Rini 
Published: February 2024

Jamu, as a traditional Indonesian medicine, stood firmly as a symbol of timeless cultural heritage wisdom amidst the hustle and bustle of modern civilization, with all its technological and medical advances. It has served as a reflection of philosophical underpinnings and a proven source of health in Indonesian society over thousands of years (Agustina & Fitrianti, 2020). In this editorial, we delve into how jamu, as Indonesia's cultural heritage, not only survived, but also thrived and adapted to modernization and globalization. We recognize that preserving herbal medicine requires concerted efforts, such as those undertaken by Satria et al. (2023), who utilized a casual game design to enhance the understanding and knowledge of herbal medicine. It is imperative to continue such endeavors to ensure the sustainability of herbal products in the future.
The history of jamu was chronicled in ancient manuscripts and orally transmitted through generations by indigenous people of the archipelago. Each leaf, root, seed, and spice, when boiled or ground, contributed to a complex yet refined recipe, yielding a beverage imbued not only with health benefits, but also with the stories and prayers of ancestors. With every sip of jamu, it seemed as if we were directly assimilating the wisdom of our forebears who possessed a profound understanding of nature and the human body. However, the jamu did not remain confined to the past. In the modern era, it has undergone a transformation, permeating health clinics, spas, and even contemporary cafés. Scientific research has unveiled active components within jamu with therapeutic potential, corroborating beliefs held for centuries. For instance, studies on Curcuma xanthorrhiza have revealed the presence of xanthorrhizol compounds with anticancer properties (Nurcholis et al., 2018), while the utilization of curcuminoid compounds from turmeric in various functional food products exemplifies this trend (Munekata et al., 2021). This demonstrates that jamu, with its deep-rooted traditions, serves as a gateway for the future of integrative medicine.
Currently, advances in jamu production are burgeoning. Ainurofiq et al. (2023) pioneered the granule formulation of SIRMA herbal medicine to heighten its antioxidant activity. Moreover, innovative marketing strategies are being implemented, such as leveraging websites and social media platforms (Purwantisari et al., 2022). Additionally, captivating packaging and creative marketing endeavors have effectively introduced jamu to both the younger generations and the international market. Collaborations with nutritionists and chefs have transformed jamu into not only a health elixir, but also a source of enjoyment.  However, along with its escalating popularity, challenges have surfaced. Standardization and certification have emerged as critical issues that uphold the quality and authenticity of herbal medicines. Several researchers have undertaken pivotal studies in this regard, including authentication of herbal medicine via UV-Vis spectrophotometry (Husain et al., 2023) and identification of chemical drug adulteration in herbal medicine using FTIR-ATR ((Fatmarahmi et al., 2022). In collaboration with stakeholders in the herbal industry, it is imperative for the government to establish regulations conducive to innovation while safeguarding the timeless tradition embodied in herbal medicine. Furthermore, public education regarding the benefits and proper use of herbal medicines is paramount. Such awareness will foster the sustainability and preservation of herbal medicines as an integral component of a wholesome lifestyle.
In conclusion, the jamu exemplifies the harmonious fusion of tradition and innovation. Within its cups, we discover a seamless connection between the past and the future, bestowing upon us not only health benefits but also the treasured identity and cultural heritage of Indonesia. Let us raise our glasses to jamu, the elixir that flows through the veins of Indonesian culture, sustaining us both now and in generations to come.