THE HIDDEN TREASURE OF WEDANG UWUH:AN ATHNIC TRADISIONAL DRINK FROM JAVA, INDONESIA

Abstract

The digital era has transformed the delivery of health information, creating opportunities to promote traditional herbal products such as Wedang Uwuh, a heritage drink from Yogyakarta. This study aims to explore the digital promotion strategies of Wedang Uwuh and evaluate their impact on community awareness and local economic empowerment. Using a qualitative descriptive approach with participatory methods, the research integrates community service and local MSME empowerment in product development and digital marketing. Data were collected through field observations, structured interviews, questionnaires, and documentation. Content analysis was used for qualitative data, while descriptive analysis evaluated pre- and post-program knowledge changes.

The program, implemented in Pundung Hamlet, Imogiri, resulted in significant improvements. A formal production group was established, local producers received training in packaging innovation and digital marketing, and Wedang Uwuh was developed into a tea bag format with attractive packaging. These initiatives increased product value, consumer interest, and producers’ income. Additionally, the program strengthened local cultural identity, improved health awareness, and supported sustainable community development. The findings highlight the effectiveness of a participatory approach combined with digital tools in enhancing the competitiveness of traditional herbal products. Further recommendations include product diversification, market access expansion, and institutional strengthening through collaboration with external stakeholders.