About the Conference

Background

Jamu represents one of Indonesia’s most valuable cultural and economic assets, combining traditional knowledge, biodiversity, wellness practices, and generations of cultural heritage.

Its historical roots are reflected in the 8th-century Borobudur Temple, particularly Panel 19 of the Mahakarmawibhangga relief, which depicts integrated healing practices involving massage, natural medicines, herbal preparation, medicinal bathing, and spiritual practices.

This heritage reflects the philosophy of Djampi Oesodo, in which djampi refers to physical and non-physical approaches to healing, while oesodo signifies health. Within this broader perspective, Jamu extends beyond herbal medicine to encompass natural health products, functional foods and beverages, cosmetics and aromatherapy, massage and spa, wellness practices, and culturally rooted health experiences.

Supported by Indonesia’s rich biodiversity and growing consumer demand for wellness, preventive health, natural products, and culturally rooted experiences, Jamu has strong potential to evolve into a modern creative wellness and health industry, contributing to the creative economy, wellness tourism, sustainable development, and global well-being.

Assuming that participating products have fulfilled applicable requirements for quality, safety, standardisation, production, and regulatory compliance, the next strategic priority is market-driven: strengthening branding, consumer demand, distribution, domestic sales, and international market access.

The 2nd Jamu International Conference & Expo (2nd JICE) 2026, held in Yogyakarta and Borobudur, is therefore positioned not only as a conference and exhibition, but also as a market acceleration, trade promotion, and business development platform, connecting Jamu SMEs (Small and Medium-sized Enterprises) and large industries with consumers, retailers, hospitality and wellness businesses, international buyers, distributors, investors, diplomatic missions, and global partners.

The overarching commercial pathway is to transform Jamu’s cultural heritage into strong and competitive brands, translate those brands into meaningful consumer experiences, expand into domestic and international markets, convert market access into sustainable sales, and ultimately enable Indonesian Jamu businesses to achieve global scale.