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Tradition with a twist: In a world of coffee shops, 'jamu' bars still make their presence known
Several creative entrepreneurs are working to change how 'jamu' should be served to adapt to the modern world.
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Tradition: "Jamu" is made by "acaraki", a title earned by a "jamu" maker as mentioned in the "Madhawapura" scripture, a legacy of the Majapahit kingdom. (Suwe Ora/Jamu-Courtesy of Nova Dewi). (Suwe Ora Jamu/Courtesy of Nova Dewi)
Several creative entrepreneurs are working to change how jamu should be served to adapt to the modern world.
When one thinks about jamu (traditional herbal drink), images of rustic settings where this bitter potion is served usually comes to mind. Those images, however, are no longer that accurate these days.
"Suwe Ora Jamu was established in 2013. It started with a space on Jl. Petogogan, Gandaria, Kebayoran Baru, [South Jakarta], where we sell herbs and coffee," said Nova Dewi, the founder of Suwe Ora Jamu, who moved to Jakarta from Surabaya, East Java, in 2009.
"I asked [my friends] where I can drink [jamu] in Jakarta. They didn't have any idea," said Nova. "In my opinion, drinking jamu is [good for your] health, to prevent [diseases], so I drink it regularly. [For my friends back in Surabaya], jamu is medicine; old-school beverages for old-fashioned people."
Nova started her business with a guerilla-style marketing concept, going from one exhibition to another.
"I imitated mbok jamu [jamu street vendor]. I used to bring an icebox [filled with] jamu and tell stories about the drinks while offering small shots to youngsters."
