Yili Scoops Success at FIBA Asia Cup as Joyday and Cremo Win Over Middle East Fans

Empowerph | JEDDAH, Saudi Arabia — The 2025 FIBA Asia Cup wasn’t just a showcase of elite basketball—it also became a stage for global dairy leader Yili Group to spotlight its ice cream brands, Joyday and Cremo, in one of the hottest markets in the world.

From August 5 to 17, basketball fans from across Asia converged in Jeddah to watch 16 national teams battle for continental glory. With the temperature outside climbing close to 40°C, Yili seized the opportunity to refresh thousands of spectators with a cool lineup of frozen treats.

Serving Ice Cream Courtside

Joyday and Cremo set up four all-day ice cream stations at the venue, offering everything from cones and cups to sandwiches and novelty sticks. During halftime and timeouts, fans were reminded over the loudspeakers: “Joyday and Cremo are giving away free products at official concessions—first come, first served!”

The promotion was met with eager crowds. Visitors from the Philippines, Saudi Arabia, Jordan, and Lebanon lined up for free samples, with many praising the brands for their “premium ingredients” and “innovative flavors.” For Yili, it was not just a marketing exercise but a way of embedding its products into a moment of cultural celebration.

Joyday’s Rapid Growth in Saudi Arabia

The event capped off a period of remarkable growth for Joyday in the Saudi market. Since entering the country in late 2023, monthly sales have skyrocketed from 40,000 pieces to half a million, fueled by strong distribution partnerships and consumer enthusiasm. The standout hit has been Crunchy Chocolate Malt, lauded for its rich cocoa taste and layered texture—a flavor that resonates well with local palates.

Cremo Joins the Lineup

Hot on Joyday’s success, Yili introduced Cremo to Saudi Arabia in June 2025, rolling out in major hubs including Riyadh, Jeddah, Mecca, Medina, and Dammam. Known for its Thai-inspired products such as Choco Crush, Pilot, and Potong, Cremo has quickly carved a niche among families seeking new ice cream experiences.

“Cremo’s unique texture appeals to both adults and children—it’s a hit!” shared one Jeddah consumer after trying the brand during the tournament. With its entry into community stores and supermarkets, Cremo is adding variety to a market that craves novelty and indulgence.

Yili’s Global Playbook

The momentum in Saudi Arabia reflects Yili’s broader international strategy. Ranked among the world’s top five dairy producers and the number one in Asia, the company now operates 81 production bases and 15 innovation centers while partnering with over 2,000 organizations worldwide. Its diverse portfolio spans liquid milk, milk powder, yogurt, cheese, and ice cream, distributed in more than 60 countries and regions.

Leveraging the cultural power of global sports events, Yili continues to expand its reach by aligning with occasions that bring communities together. As a Global Partner of FIBA, the company sees basketball not only as a branding platform but also as a cultural bridge for deeper consumer engagement.

Looking Ahead

For Yili, the success of Joyday and Cremo in the Middle East underscores the company’s vision of combining innovation, health, and culture in its global offerings. With strong demand in Saudi Arabia and beyond, the brand is poised to cement its place in a market where scorching summers make ice cream not just a treat, but a necessity.

Sources:

Statista: Saudi Arabia Ice Cream Market Trends

Yili Group (Press Release, Aug. 20, 2025)

FIBA Asia Cup 2025 Official Coverage