Indonesian herbal medicine, known as "jamu," is gaining popularity in international markets, driven by the back-to-nature trend. The global export market for herbal medicine products was valued at around IDR 1,936.9 trillion in 2020, as reported by the Gabungan Pengusaha Jamu (GP Jamu). To capitalize on this potential, the Indonesian government, along with seven ministries and institutions, has initiated the "Jamu Entering Global Market for Healthier World" pilot project to create a conducive ecosystem for jamu exports. The program involves 32 export-oriented jamu businesses and aims to address challenges regarding exporting efforts.
However, the current control of the global herbal medicine market remains low at only IDR 16 trillion, accounting for 0.8% of the total market. The successful implementation of the pilot project will depend on collaborative efforts involving relevant stakeholders and ministries. By fostering a conducive ecosystem for jamu exports, the government aims to support the national economy's recovery, especially for small and medium-sized enterprises. Representatives from Sido Muncul, a major jamu company, shared five key aspects to consider when entering the export market, including assessment of the target country, market evaluation, buyer selection, regulatory compliance, and marketing techniques.
During the pilot project launch, commitments were made by eight jamu businesses participating in the project, and various ministries, academic institutions, local governments, and other stakeholders were involved in the integration of the jamu ecosystem. Additionally, a Business Forum was conducted to facilitate interactions between export-oriented and potential jamu businesses with importers and trade attachés from Australia, Hong Kong, Malaysia, and Saudi Arabia. The forum provided valuable insights on market opportunities, market potential, and strategies to penetrate jamu markets in export destinations. Efforts to expand the global market for Indonesian jamu continue, and there have been reports of successful applications for Indonesian traditional products, including jamu, to be registered as international trademarks.
