Beyond Jamu

By: The Care Lab

Under the Asian Insights and Design Innovation (AIDI) programme by DesignSingapore Council, this project was conducted by The Care Lab to understand how middle to upper-class Indonesians seek relief, relaxation, and rejuvenation. Using design ethnography, the study explored the cultural and context-specific behaviours of Indonesians in response to stress. The findings led to the creation of twelve personas, representing distinct health and wellness attitudes. These Personas guided Singapore enterprises in innovating products and services tailored to Indonesian consumers. A workshop with local SMEs generated over 50 concepts based on these personas, resulting in eight developed solutions. The publication details the ethnographic journey, insights, and opportunities, highlighting solutions for middle to upper-class Indonesians.

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Read the report here.

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