Moringa Leaf Tea Branding Promotes Indonesian Diaspora

Indonesia is a tropical country located on the equator, which means it enjoys pleasant weather that allows it to create a diverse range of natural resources and biodiversity. With roughly 28,000 plant species, of which 1,845 have been designated as medicinal plants (Salim & Munadi, 2017, #), Indonesia is the second-largest country in terms of biodiversity after Brazil. Indonesian medicinal plants are exceptional products that are used in both domestic and international industry. According to the Indonesia Stock Exchange, the Indonesian Moringa leaf tea sector, which is based in West Nusa Tenggara, is the country's leading product, capable of manufacturing 200 tons per day and exporting to 13 nations in the United States and Europe. CV Tri Utami Jaya is in charge of the Moringa leaf tea sector, and the company's output of the tea grows every year. The number of export destination countries is likewise growing. In 2022, Madrid will be one of Indonesia's new export destinations. The growing number of nations to which Indonesia exports illustrates that Indonesian native products, such as Moringa leaf tea, have succeeded in bringing delight and benefits to the international population. The World Health Organization (WHO) has designated this Moringa leaf as safe for food and has dubbed the Moringa tree a miracle tree due to the numerous advantages discovered in Moringa leaves.

Moringa leaves can be ingested not only by adults, but also by newborns and children in early infancy. Moringa leaves contain three times more potassium than bananas, four times more calcium than milk, seven times more Vitamin C than oranges, and four times more Vitamin A. than carrots, and have double the protein content of milk (Buleleg Regency Government, 2018). It demonstrates that Indonesia can contribute to the manufacturing of herbal items through plants by making Indonesian Moringa leaf tea. medicinal plants produced to maximize the potential of medicinal plants for use by local Indonesian and international communities in order to improve the branding of the quality of Indonesian herbal products, contribute to meeting the international supply of wellness products, and increase local potential as a strategy to improve the country's economy. However, Indonesia's vast herbal plant potential has not been completely realized, and herbal product innovation continues to be overlooked. The demand for traditional medicines is always increasing, especially in the middle of the Covid-19 pandemic, both nationally and internationally as selected alternative herbal remedies. Even in the middle of the Covid 19 outbreak, data from the Indonesian Central Statistics Agency shows that medicinal plant exports from Indonesia to major destination nations are increasing. In comparison to the previous year, the number of medicinal plant exports from Indonesia to partner target nations in 2020 was 618,450.6 US$. Only 592,487.6US$ in 2019 (Central Bureau of Statistics, #, 2021). According to data from the Indonesian Ministry of Finance, demand for traditional remedies has surged by 8.45 percent during the Covid-19 pandemic. According to the data, maximizing Indonesian medicinal plants to generate herbal products can contribute positively to the Indonesian economy (Ministry of Finance of the Republic of Indonesia, 2021, #). This demonstrates that Indonesian herbal goods can persist even in the face of a pandemic. Moringa leaves include not just compounds that can only be consumed through tea, but also ingredients that may be utilized as a beauty product. This is because Moringa leaves contain more than 30 antioxidant substances that are beneficial to skin health, as well as minerals and amino acids that can be used to produce collagen and keratin protein, which are essential components for the health of all skin in the body (Buleleg Regency, 2018, #).

However, there are no further improvements that can be developed as a long-term plan to make items other than herbal tea products in order to maximize these benefits. If many inventions are discovered, more local items will be produced, which will eventually establish a national identity that will be marketed through Nation Branding. the success of Indonesian Moringa Leaf Tea, which has succeeded in exporting huge quantities of tea goods, and which, through Moringa Leaf Tea, can substitute international community nutrition to meet animal and vegetable protein needs (Anggraeni, 2022, #). This has demonstrated that if Indonesia can produce other product innovations using Moringa leaf raw materials, Indonesia's potential as a strategy for improving a country's economy and introducing Indonesia's biodiversity through the production of Indonesian herbal products, which is in branding products, has been demonstrated. Indonesian herbal medicine necessitates the participation of a variety of players, both governmental and non-state. Through international events such as international expos, cross-border e-commerce, and utilizing the Indonesian diaspora network dispersed throughout the country, the government and the Indonesian people may contribute to presenting local products to build Nation Branding. In addition, there is a need to educate people, particularly Indonesians, on the necessity of optimizing medicinal plants for usage as herbal products. Indonesia boasts a diverse range of medicinal plant species because it is a country rich in biodiversity. And while Indonesians account for 80% of herbal drink customers, there is a dearth of socialization about the benefits of the efficacy of medicinal plant material. As a result, education is necessary to raise public awareness of the importance of consuming and producing herbal products by maximizing natural wealth and not just export activities. However, a balance must be struck between the needs of the local Indonesian market and the needs of the international market.