🌱 1. Sell the Lifestyle, Not Just the Product
- Don’t just say: “This is jamu.”
- Say: “This is how I start my morning mindfully with jamu to support my immunity.”
People connect with rituals, not ingredients. Your goal is to frame your product as a part of:
- Wellness routines
- Mindful living
- Ethical consumption
- Sustainable fashion
- Cultural exploration
📸 Use lifestyle photos or videos—don’t just show the product, show how it fits in daily life.
🌍 2. Local = Authentic = Valuable
What’s normal in your village can be exotic, exciting, and premium abroad. Embrace your roots:
- Highlight traditional methods (handmade, sun-dried, fermented, etc.)
- Talk about the local community behind your brand
- Share historical or cultural origin stories
“From the rainforests of Borneo to your skin” sounds more powerful than “natural skincare.”
🎯 3. Find the Right Trend to Tap Into
Position your product to ride a global trend like:
| Trend | Example Local Product |
|---|---|
| Wellness drinks | Jamu, moringa tea, kunyit asam |
| Sustainable fashion | Tenun, batik, bamboo bags |
| Ethical skincare | Herbal balms, coconut oil, virgin tamanu oil |
| Slow food movement | Fermented sambal, herbal salt |
| Cultural gifting | Handwoven baskets, wooden utensils, incense kits |
Don’t chase every trend—pick one that aligns with your brand values and stay consistent.
🤝 4. Collaborate to Expand
Want to scale the trend faster? Partner with:
- Global influencers who love traditional/ethical products
- Boutique stores or cafes that sell curated lifestyle goods
- Local artisans/designers to elevate your packaging/story
- Diaspora creators who can tell your story from both sides
Example: Jamu collab with yoga studios = wellness trend boost.
🔄 5. Rebrand for Global Eyes (Without Losing Soul)
You don’t need to westernize your brand—but you do need to translate it.
- Use simple, clear messaging in English
- Keep the local name, but add explainer text
- e.g., “Loloh Cemcem – A Balinese Herbal Tonic for Digestion”
- Upgrade your visuals and packaging to match global expectations
Think “traditional soul, modern skin.”
Conclusion
Every global trend starts small—often in someone’s kitchen, workshop, or backyard. Your local product has what it takes: authenticity, heritage, and heart.
With the right story, strategy, and positioning, you won’t just sell a product—you’ll shape a lifestyle.
And that’s how local legends go global. 🌍🔥
