Traditional jamu versus industrial jamu: perceptions and beliefs of consumers in the city of Yogyakarta: what future for traditional herbal medicine in urban Indonesia?

Jamu is the Indonesian traditional herbal medicine practiced in the Indonesian community to maintain good health and to treat diseases. The Jamu industry in Indonesia is predominant among Indonesia's traditional health systems and its popularity is increasing. The paper analyses the different socio-cultural values and perceptions of traditional jamu and industrial jamu among young consumers in the urban environment. It provides insights on the ways in which these traditional practices are perceived to improve the health and well-being of the jamu customers. This paper also aims to give an understanding of the process of internationalisation of the herbal sector in Indonesia and to shed light on the challenges met in exporting the traditional medicinal products in Asia as well as in other western countries. The comprehension of these elements can give some interesting insights on the future evolution of this traditional medicinal system in Asia as well as in other Western countries.