Business
Accelerating Global Expansion! Yili Shines at FIBA Asia Cup in Saudi Arabia with Joyday and Cremo, Boosting Middle East Market Growth
The 2025 FIBA Asia Cup captivated basketball fans in Jeddah from August 5-17, featuring 16 elite national teams in intense competition. As FIBA's Global Partner, Yili Group brought its overseas ice cream brands Joyday and Cremo to the tournament, seizing the opportunity to amplify its Middle East expansion.
About this update from Inner Mongolia Yili Industrial Group Co., Ltd. Class A
[{"type":"text","content":"JEDDAH, Saudi Arabia, Aug. 20, 2025 /PRNewswire/ --The 2025 FIBA Asia Cup captivated basketball fans in Jeddah from August 5-17, featuring 16 elite national teams in intense competition. As FIBA's Global Partner, Yili Group brought its overseas ice cream brands Joyday and Cremo to the tournament, seizing the opportunity to amplify its Middle East expansion.","length":375,"tagName":"p"},{"type":"text","content":"In August, temperatures in Jeddah soared to nearly 40°C, Joyday and Cremo set up four all-day ice cream stations along venue corridors, offering spectators and staff a diverse range of treats. During breaks, MC announcements echoed: "Attention fans! Joyday and Cremo are giving away free products at official concessions—first come, first served!". From cones and sticks to cups and sandwiches, the various ice cream drew crowds from the Philippines, Saudi Arabia, Jordan, Lebanon, and beyond. Praise poured in for the brands' "premium ingredients" and "innovative flavors," making them a hit on the ground.","length":641,"tagName":"p"},{"type":"image","alt":"Fans enjoy ice cream from Yili’s Joyday and Cremo brands during FIBA Asia Cup 2025 (PRNewsfoto/Yili Group)","displaySize":"","headline":null,"caption":"Fans enjoy ice cream from Yili’s Joyday and Cremo brands during FIBA Asia Cup 2025 (PRNewsfoto/Yili Group)","className":"","disableSlideshowImg":false,"size":{"original":{"width":300,"height":400,"url":"https://media.zenfs.com/en/prnewswire.com/f6fecbd3e865dc9ec950b0fa0403e244"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/XLigZlxuOkl1IUQ04J28Gg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTQyMDtoPTU2MDtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/f6fecbd3e865dc9ec950b0fa0403e244","width":300,"height":400}},"href":"https://mma.prnewswire.com/media/2754392/1_yili.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"Saudi Arabia's scorching summer drives strong demand for ice cream. In late 2023, Joyday brand quickly seized the opportunity of expansion into Saudi market. Leveraging the brand influence and product superiority, as well as the local distribution strength, Joyday ice-cream monthly sales surged from 40,000 to 500,000 pieces. Joyday's hero product, Crunchy Chocolate Malt, gained popularity for its rich chocolate flavor and multi-layered t...
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