Characteristics and Challenge of Traditional

\nTraditional jamu production in Yogyakarta has been conducted for centuries and is attached to the local wisdom and culture. This study is aimed to clarify the characteristics and analyze the challenge of traditional jamu production in Yogyakarta. This study is conducted through a case study at Seruni Putih Women Cooperative in Kiringan Village which is known as the Tourism Village of Traditional Jamu in Yogyakarta. From this study, it is clarified that traditional jamu production in Kiringan Village is predominantly carried out by the Seruni Putih Women Cooperative and still relies on traditional recipes and methods passed down through generations, using a variety of local herbs, spices, and other natural ingredients. However, traditional jamu production in Kiringan Village has been facing several challenges, namely difficulty in matching the consistency, attractive packaging, and efficient distribution networks; aging generation among jamu producers; and limited access to high-quality raw materials, reliable supply chains, and modern production equipment.\n