UNU Jogja Advances Herbal Product Innovation to Strengthen the Sustainability of Kiringan Herbal Tourism Village

Yogyakarta, Indonesia – Traditional herbal medicine has long been an integral part of Indonesia's cultural heritage and a source of livelihood for many rural communities. However, limited product diversification, short shelf life, and conventional marketing continue to constrain the economic potential of herbal products. To address these challenges, the Community Service Team of Universitas Nahdlatul Ulama Yogyakarta (UNU Jogja) has launched a Community Partnership Program (PKM) focused on downstream innovation of herbal products based on Tanaman Obat Keluarga (TOGA, Family Medicinal Plants).

Funded by the Ministry of Higher Education, Science, and Technology (Kemendiktisaintek), the program officially began with a socialization session and a Focus Group Discussion (FGD) involving 20 members of the Marguna Herbal Producers Group. The event was held at the group's production house in Kiringan Herbal Tourism Village, Canden Village, Jetis District, Bantul Regency, Special Region of Yogyakarta, on 25 June 2026.

The project is led by Nur Saudah Al Arifa D. from the Agribusiness Study Program, Faculty of Halal Industry, together with Ertha Martha Intani and Fitri Andriani Fatimah. The initiative aims to transform traditional herbal products into higher-value products while strengthening Kiringan Herbal Tourism Village's identity as a health tourism destination rooted in local wisdom.

According to Nur Saudah, Kiringan Herbal Tourism Village has significant potential as one of Yogyakarta's traditional herbal production centers. However, most products are still marketed as freshly prepared herbal drinks with limited shelf life, restricting their ability to reach wider markets. The program therefore focuses on downstream product innovation through the development of more practical herbal products, improved packaging quality, strengthened business management, and integrated marketing and branding strategies.

"We believe the community possesses valuable knowledge of traditional herbal medicine. The challenge is how to transform that knowledge into products with greater added value while preserving their local identity," she said.

Beyond serving as a discussion forum, the Focus Group Discussion also functioned as a participatory needs assessment, enabling the project team and community partners to identify key priorities. These include herbal product innovation based on family medicinal plants (TOGA), increased production capacity, business management improvement, product packaging enhancement, and marketing strategy development.

Over the coming months, the program will continue with a series of capacity-building activities, including training in instant herbal powder production, wedang uwuh herbal tea development, medicinal plant cultivation, business management, product packaging, as well as branding and marketing.

More than simply introducing new herbal products, the initiative seeks to establish a community empowerment model that integrates local knowledge, applied research, and entrepreneurship. By combining scientific approaches with traditional herbal practices, the program is expected to enhance the competitiveness of local producers while supporting the long-term sustainability of Kiringan Herbal Tourism Village as a herbal and wellness tourism destination.

The project also reflects UNU Jogja's commitment to translating academic knowledge into practical solutions that benefit society. Through collaboration between the university and the local community, the initiative is expected to contribute to regional economic development, the preservation of traditional knowledge, and the achievement of the Sustainable Development Goals (SDGs), particularly those related to community empowerment and inclusive economic growth. [Latifah]