Yili puts Joyday Ice Cream in the spotlight with Indonesia-focused global campaign 

Jakarta, Indonesia — Yili Group has launched the Indonesian chapter of its global “Taste the World with Yili and Discover a Better Life” campaign, shining a spotlight on how its Joyday ice cream brand has grown through local production, innovation, and an extensive distribution network across Indonesia.

The campaign introduces a new online film that follows the journey of Joyday ice cream from factory to freezer, highlighting the people and partnerships that help bring the brand to consumers throughout the country. 

Through the story, Yili aims to demonstrate how local manufacturing and distribution have enabled Joyday to become one of Indonesia’s most recognised ice cream brands.

As part of the campaign, local content creators William and Reysa trace Joyday’s journey from a neighbourhood shop to its distribution network, meeting local distributor Onaki Murti along the way to showcase how storage standards, logistics, and local partnerships help ensure the product reaches consumers while maintaining consistent quality.

According to Yili, the campaign reinforces its long-term investment in Indonesia by highlighting the role of its local production base and supply chain in supporting communities while delivering products nationwide.

“The key is in the quality of the distribution. We strictly follow PT Yili Indonesia’s storage standards,” explained Murti. “So no matter where customers are, Joyday will always taste just as good. We make sure the distribution runs smoothly so Joyday becomes easier to buy and more loved by the community, which is a great benefit for us as local partners too.”

Since opening its manufacturing facility in Indonesia in 2021, Yili has used the site as its Southeast Asian production hub, producing dozens of Joyday variants for the domestic market while exporting to neighbouring Southeast Asian countries, the Middle East, and Africa.

The campaign also highlights Yili’s focus on local innovation with Joyday products developed specifically to suit Indonesian tastes — an approach that recently earned international recognition when its chocolate lava ice cream won the Best Ice Cream title at the 2025 World Dairy Innovation Awards.

Through the Indonesian chapter of its global campaign, Yili hopes to showcase how combining global expertise with local production and innovation continues to support its growth across Southeast Asia while delivering products tailored to local consumers.