Host Festival, Echoing Homecoming Traditions Through The Indonesian Fashion Stage And Traditional Games

The Jamu Festival was again present on June 22, 2025, to commemorate the anniversary of the city of Jakarta 498 Years, bringing a new spirit in introducing Indonesia's cultural heritage through an unusual format, namely the fashion design showcase sketch competition.

Titled Where Tradition Meets Couture: A Cultural Fashion Design Showcase, this festival presents a fashion design competition inspired by the figure of Mbok Jamu Gendong which has been synonymous with warmth, local wisdom, and the power of Indonesian women. The selected finalists from this competition will appear in an exclusive fashion show which will be held in July 2025.

This festival believes that in our culture, hosting is not only done by serving drinks. Menjamu is a comprehensive expression ranging from taste, appearance, and procedure to welcome which is full of meaning.

Therefore, the Madaki Jamu Festival enhances this experience through other cultural modes and creativity.

By cooperating with well-known Indonesian designers, namely Ichwan Thoha as one of the judges in this competition, this competition has become a reinterpretation space: how elements of kebaya, batik, scarves, and caping can be displayed in the avant-garde style that continues to stand on the values of tradition.

This Jamu Festival event is organized by the Jamu GP (Indonesian Herbal Medicine and Traditional Medicine Entrepreneurs Association) and is fully supported by modern herbal education pioneer events, the Prohibition of the Cap Rhino brand, a legendary hot drink reliever, which has been part of the daily life of the Indonesian people for decades.

Various interesting activities can be enjoyed, starting from: - 2.5K Jamu Gendong Fun Walk - Rumu Gendong fashion design competition - Traditional Nusantara Game - Free flow herbal medicine typical of the archipelago - Various interactive booths that are interesting - Live Brewing show - over Java Workshop Script

The Ministry of Tourism also welcomed this approach. According to an official statement from the representative of the Ministry of Tourism.

The Ministry of Tourism fully supports the presence of the Eventki Jamu Festival because it is in line with the development of Wellness Tourism, which is currently one of the leading sectors in Indonesian tourism. Herbal Medicine is an important part of Indonesia's traditional wealth in maintaining health and living balance. Through this festival, herbal is not only positioned as a cultural heritage, but also as a potentially large health tourism attraction. Events like this provide space for people and tourists to experience firsthand the values of holistic local wisdom that combine elements of health, tradition, and authentic experiences that cannot be found elsewhere.

The chairman of the Jamu GP, Mr. Jonny Yuwono, added that this cross-sector collaborative approach is very important in building the sustainability of Indonesian culture.

Revitalization of culture is not enough only through product preservation, but also through new forms of expression. Fashion and herbal medicine both represent cultural identity. Herbal Medicine conveys a sense and philosophy of healthy living, while fashion conveys attitudes and ways of bringing themselves together. When the two are combined, we not only entertain but also entertain the world's view of who we are as a nation," he said.

This festival is not just a competition, but a creative space to host the future without leaving cultural roots.