Jakarta. The famous Indonesian herbal potion, or "jamu," brand, Sido Muncul, has joined 20 other brands in a collaboration with the Tourism Ministry's "Wonderful Indonesia" marketing campaign.
Sido Muncul is famous for Tolak Angin, an all-purpose herbal potion claimed to be able to cure anything from the common cold to chronic fatigue. The potion has gone international, being available for sale in Hong Kong, Australia, the Netherlands and the United States.
Export of Tolak Angin contributes five percent to the company’s total sales and has helped promote Indonesian traditional herbal medicine to the international market.
"Jamu is part of our cultural heritage, a gift from our ancestors. We give it a modern packaging for the international market. Indonesian jamu can actually play an important role in promoting Indonesian tourism, not too dissimilar to what Thai food has done to tourism in Thailand," Sido Muncul president director Irwan Hidayat said on Wednesday (09/08).
In 2000, Sido Muncul was certified as the only traditional herbal medicine producer that meets pharmaceutical standards.
It has also won national awards including the Top Brand Award, Kehati Award and Bung Hatta Award.
Sido Muncul products are available throughout Asia, Europe, Australia and the United States.
Tourism Minister Arief Yahya praised the co-branding effort, saying it will boost media coverage for both brands.
"Sido Muncul set many of their commercials in our leading tourist destinations, which helps us promote tourism in the country. This co-branding effort will only strengthen both brands," Arief said.