JAKARTA -- Indonesia's centuries-old herbal remedy industry is undergoing its very own Starbucks moment. Much like how the global chain ushered in a new era of coffee consumption, lush cafes serving jamu and other traditional drinks have sprung up in the archipelago's cities, targeting young consumers once repelled by them.
The coronavirus pandemic gave impetus to the trend as Indonesians became increasingly concerned about their health, even desperately seeking out native remedies to try to avoid infection. And despite overall demand remaining relatively small, an industry association reportedly hopes the boom will help jamu be included on UNESCO's Intangible Cultural Heritage list in the near future.
