Indonesian herbal drink jamu expands to Malaysia, strengthening cultural ties

Indonesian traditional herbal drink, jamu, is gaining global recognition with its latest expansion into Sabah, Malaysia. The opening of Jamu Haus Borneo in Kota Kinabalu marks a significant step in introducing this Nusantara beverage to a new audience and bolstering Indonesia's cultural and economic diplomacy. The event was officiated by Sabah's Minister of Agriculture, Fisheries, and Food Industry, Datuk Jamawi Jaafar, alongside the Indonesian Consul General in Kota Kinabalu, Noorman Effendi. The Indonesian Consulate General views the new outlet as a crucial platform for promoting Indonesian products and strengthening cultural ties. Jamu's inclusion in UNESCO's Representative List of the Intangible Cultural Heritage of Humanity in 2023 underscores its importance as a symbol of Indonesian cultural identity, local wisdom, healthy lifestyle, and rich biodiversity. Consul General Noorman Effendi emphasized jamu's role beyond just a beverage, calling it a "part of Indonesia's cultural identity that reflects local wisdom, healthy living, and the richness of Nusantara biodiversity." He expressed hope that Jamu Haus would serve as a bridge fostering stronger connections between the people of Indonesia and Sabah, paving the way for broader economic cooperation. The consulate plans to continue supporting Indonesian product promotion in Sabah through various partnerships, supply chain enhancements, and support for micro, small, and medium enterprises.

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Jamu is not just a traditional drink, but part of Indonesia's cultural identity that reflects local wisdom, healthy living, and the richness of Nusantara biodiversity.