Gabungan Pengusaha Jamu Indonesia (GP JAMU) is the primary association representing the traditional herbal medicine (jamu) industry in Indonesia. It supports over 11, 000 registered jamu brands and engages in promoting jamu both domestically and globally. GP JAMU plays a key role in preserving Indonesia's herbal heritage, advocating for quality control, industry standards, and modernizing production methods. The organization also fosters collaboration between the government and stakeholders to boost the local jamu market, recently recognized by UNESCO as a cultural heritage.