Yili spotlights Cremo’s role in Thai youth culture through new global campaign

Bangkok, Thailand — Yili has launched the Thailand chapter of its global “Taste the World with Yili and Discover a Better Life” campaign, using the spotlight to showcase how its Cremo ice cream brand has become part of everyday life and youth culture in the country.

The campaign forms part of Yili’s worldwide virtual tour spanning multiple markets and focuses on how Cremo continues to connect with Thai consumers through product innovation, local relevance, and community engagement.

At the heart of the campaign is Cremo’s signature chocolate lava ice cream, which is presented as a multi-sensory treat featuring a flowing chocolate centre, creamy ice cream and a crispy chocolate coating. 

Through a digital storytelling experience led by local food influencer Pim, the campaign highlights how the product has become a popular choice for social gatherings and everyday indulgence.

Beyond product innovation, the campaign also focuses on Cremo’s efforts to strengthen its connection with younger consumers through celebrity collaborations, interactive activations, social media initiatives and pop-up experiences designed to engage Gen Z audiences.

As one of Thailand’s long-established ice cream brands, Cremo has continued to refresh its image while maintaining strong consumer familiarity, positioning this balance between heritage and modern relevance as a key driver of the brand’s continued growth.

The initiative also highlights Cremo’s extensive presence across Thailand, supported by over 20 annual product launches, a distribution network of more than 60,000 branded freezers, and hundreds of delivery vehicles reaching both urban and regional communities.

Through the campaign, Yili aims to demonstrate how combining local market understanding with product innovation can help brands remain culturally relevant while strengthening consumer engagement.