On December 6, 2023, UNESCO officially designated "jamu" as an Intangible Cultural Heritage (ICH) during the 18th session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage in Kasane, Botswana. This recognition by UNESCO is expected to raise global awareness and interest in "jamu," potentially leading to significant economic benefits for Indonesia. PT Mustika Ratu Tbk (MRAT), a longstanding advocate dedicated to preserving and promoting "jamu" as a beneficial health beverage, proudly celebrates UNESCO's acknowledgment of "jamu" as an Intangible Cultural Heritage. Recognizing the importance of "jamu" preservation, MRAT, founded in 1975 by BRA Mooryati Soedibyo, initially started selling "jamu" on a small scale and as part of micro, small, and medium enterprises (MSMEs). Over the years, MRAT has grown substantially, venturing into export markets for decades. Amid the pandemic, MRAT focused on maximizing the potential of traditional herbal medicines. As reported by Berita Satu, products like vitamins, herbal supplements, and honey experienced increased demand during the COVID-19 outbreak.
Bingar Egidius Situmorang, President Director of MRAT, highlighted the vast opportunities in Indonesia's bio-pharmaceutical sector. With stakeholder support, Indonesia can become a significant exporter of herbal health supplements. Bingar referenced Euromonitor's analysis, forecasting national sales of traditional herbal medicines and "jamu" in Indonesia to reach IDR 23 trillion annually by 2025, with sales reaching IDR 13.8 trillion by 2020. Moreover, MRAT remains committed to product diversification while maintaining a focus on beauty, natural healthcare, and wellness. The company continuously innovates to develop modern "jamu" products, enhancing Indonesia's competitiveness in the global market. One of MRAT's innovations includes the introduction of Ready-to-Drink (RTD) "jamu," a modern, conveniently packaged version for consumption, contributing to expanding the appeal of Indonesian "jamu" globally. Director of MRAT, Kusuma Ida Anjani, highlighted the company's ongoing sustainable innovation efforts in "jamu." These initiatives aim to further propagate the recognition of "jamu" and its beneficial properties globally, demonstrating that local products can penetrate international markets and be embraced by global consumers.
