With its flagship product, Joyday ice cream, the Asian dairy giant Yili Group is taking part in the AFC Asian Cup Qatar 2023, the highest-profile football competition in Asia, as the official global partner. The AFC Asian Cup 2023 will take place in Qatar from January 12 to February 10, 2024.
Joyday ice cream at the AFC Asian Cup Qatar 2023
Yu Miao, President Director of PT Yili Indonesia Dairy, said that Yili is honored to bring Joyday to the Asian Cup in Qatar. He noted Joyday’s commitment to promoting sports and cultural development, and encouraging more consumers to enjoy the tournament while embracing a healthier and better life.
To combat the swelteringly hot weather in Qatar during the football tournament, Yili has set up Joyday booth at AI Thumama stadium in Qatar to provide exciting interactive experiences for spectators. Fans, pins, scarves, and other merchandise co-developed by Yili and the Asian Cup have attracted enthusiastic participation from fans.
Interactive prize draws have also been launched through Joyday’s Instagram and TikTok accounts, allowing fans who prefer social networking to follow the tournament online and enjoy the passion and excitement of the event.
Joyday is an ice cream brand of Yili first rolled out and produced in Indonesia. Since its launch in 2018, Joyday has gained popularity in the local market, and received the Indonesia Best Brand Choice Award in 2021 and 2022. Joyday also provides proactive support to local communities, as demonstrated by more than 20 CSR programs, which span topics such as natural disaster relief, COVID-19 assistance, support for SME recovery, caring for young people, and biodiversity conservation. Such projects have benefited more than one million local people. To date, Joyday products can also be found in other Southeast Asian countries, Africa, and the Middle East markets.
Over the years, Yili has spared no effort to support international sporting events. It has joined hands with the 2023 FIBA Basketball World Cup, AFC U17 Asian Cup 2023, CBA and other large-scale events to empower sports development, advocate a healthy lifestyle, and provide nutritious products to enhance the health of consumers around the world.
As one of the world’s top five dairy producers, Yili has now put into place a network comprising a global resource system, a global innovation system and a global market system in regions where the dairy industry is well developed. These regions include Asia, Europe, the Americas, and Oceania. Centered on consumer demand and led by its New Vision for Value Creation, Yili will continue supporting the integration and development of the health industry and sports, to create a “World Integrally Sharing Health”.