Long before wellness trends filled our social feeds with turmeric lattes and ginger shots, Southeast Asia already had its own version of natural healing. It came not from imported supplements, but from family kitchens, street vendors, and generations of inherited wisdom.
Known as jamu in Indonesia, maajun in Malaysia, salabat in the Philippines, and by many other names, these traditional herbal drinks are deeply rooted in regional identity. But in the age of health tech and synthetic vitamins, is this ancient practice still relevant?
The short answer: absolutely. In fact, jamu and its regional counterparts are experiencing a quiet revival.
Ancient Brews in Modern Bottles
Jamu is more than a drink. It is a reflection of how Southeast Asians approach health — holistic, natural, and deeply cultural. Made from turmeric, tamarind, ginger, galangal, and other plant-based ingredients, jamu was once the go-to remedy for everything from fatigue to menstrual cramps. Women would carry bottles on their backs, selling warm brews at markets and on doorsteps.
Today, these same brews are being reimagined. Startups like Acaraki in Jakarta and Suwe Ora Jamu in Yogyakarta package jamu in sleek bottles, available in cafes that blend traditional recipes with minimalist aesthetics.
The vibe is young, urban, and proudly local. And it is not just in Indonesia. In Malaysia, maajun, traditionally consumed after childbirth, is now being formulated as wellness pills for modern women.
In Singapore and Brunei, herbal drink stalls are popping up in eco-friendly markets and community events. This rebranding proves one thing: herbal wellness is not a relic of the past. It is becoming the future.
A Regional Heritage, Not Just a Trend
From Viet Nam to Thailand, herbal traditions have long thrived. In Viet Nam, lotus tea, ginger tea, and artichoke brews are consumed daily, not only for health but as a social ritual. In Thailand, drinks like nam krajeab (hibiscus) and therapies involving herbal steam compresses remain popular in wellness spas.
Even in the Philippines, salabat, a ginger drink with honey and local lime, continues to be a household staple for sore throats and vocal health.
These are not isolated customs. They are part of a shared Southeast Asian story, passed down through generations. And in a region facing modern health challenges, from stress and fatigue to pollution and processed foods, the wisdom of these traditions is strikingly relevant.
Young People Want Real Wellness
What makes this revival interesting is who is leading it. Young entrepreneurs are embracing their heritage and finding ways to make it accessible.
On TikTok, herbal drink recipes are shared as aesthetic content. Instagram pages for jamu brands now feature clean design, influencer collabs, and hashtags like #localwellness and #minumjamu. This is not nostalgia, it is evolution.
Why? Because wellness today is not just about looking good. It is about feeling rooted, real, and connected to something bigger than trends.
For many Gen Z and millennial consumers, jamu offers an antidote to the noisy wellness industry. It is cheaper, more sustainable, and often more effective.
Healing, Identity, and Rediscovery
Across Southeast Asia, herbal remedies are making people feel better. But they are also helping people remember who they are.
To drink jamu is to honor one's grandmother. To sip salabat is to keep a tradition alive. To seek out air herba is to choose wisdom over gimmicks. These drinks are not just about health. They are about pride, ancestry, and belonging.
As the world scrambles to create the next wellness craze, Southeast Asians are quietly turning inward, rediscovering that the real superfoods might already be on their shelves, in their gardens, or whispered in recipes passed down for generations.
In a World of Fads, Jamu Feels Like Home
So is jamu still relevant today? More than ever. It is no longer just a cultural artifact. It is a living, breathing part of the region's identity. And as the rest of the world starts catching on to the power of plants, Southeast Asia stands tall with a tradition that has never needed validation.
Next time you are reaching for a detox tea or a vitamin shot, pause. Ask yourself: what would your grandmother brew?
