Jamu Is the Traditional Indonesian Drink—and Daily Ritual—Tied To Long-Term Wellness
Driven by a pandemic that encouraged many to rethink and reprioritize their health, people around the world are increasingly seeking out different ways to boost their well-being. As a result, the field of alternative medicine is booming globally, with the market projected to grow by 22 percent annually through 2028. In particular, that reflects rising interest in the centuries-old medicinal systems of Asia, like Ayurveda and Traditional Chinese Medicine (TCM). And now, the holistic buzz is setting the scene for another ancient tradition to go global: Indonesian jamu has come to reach its own fresh wave of consumers eager to drink in all its benefits.
Best known for the ginger-infused drink of the same name, jamu is an herbal-medicine practice that emerged as early as the 13th century. Etymologically, researchers have traced it back to two ancient Javanese words: djampi, which can be interpreted as "healing through herbs," and oesodo, which has been translated simply as "health"—and its usage is just as broad in nature. Historically formulated as both a preventative health measure and a treatment for chronic pain and inflammatory diseases, jamu is an empirical tradition, says Metta Murdaya, founder of the jamu-inspired skin-care line Juara and author of the recently released Jamu Lifestyle: Indonesian Herbal Wellness Tradition. "This just means it's been passed down by multiple generations through word-of-mouth, and it doesn't rely so much on a particular set of rules or written regimens," she says.
Now, in the midst of pandemic life, that word-of-mouth process is rapidly expanding beyond the borders of Indonesia, with sales among the country's top herbal-medicine producers jumping up and exports of jamu beverages increasing, too. Read More...
