JAKARTA, Indonesia, May 20, 2026 /PRNewswire/ -- Joyday, Yili Group's ice cream brand in Indonesia, announced on May 16 that it has named SM Entertainment's rising K-pop girl group Hearts2Hearts as its new brand ambassador. By tapping into K-pop's strong appeal among Indonesian youth, the partnership aims to deepen Joyday's connection with young consumers and support Yili's broader global strategy.
As one of SM Entertainment's most anticipated rookie girl groups, Hearts2Hearts has achieved rapid success since its debut. The group earned its first music show win with "The Chase" just 15 days after its debut and set a new Hanteo first-week sales record for a K-pop girl group debut album at the time. In March 2026, its debut single "The Chase" surpassed 100 million streams on Spotify. With major rookie awards at ceremonies including the MAMA Awards and Melon Music Awards, Hearts2Hearts has emerged as one of the standout new K-pop girl groups.
In Indonesia, Hearts2Hearts has built strong resonance with local fans, driven by the group's rising global popularity and active engagement with local audiences. As the group's Indonesian member, Carmen has elevated this connection by adding a sense of familiarity and cultural relevance for local fans. The group's recognition through major rookie and music awards, together with its successful fan meeting in Jakarta in March 2026, further demonstrated its strong appeal in the market. This combination of global reach and local relevance enables Joyday to build a closer connection with young Indonesian consumers.
Alongside the ambassador announcement, Joyday has launched its peak-season marketing campaign tailored to Gen Z's interest in K-pop. During the campaign, consumers who purchase Joyday's Crunchy Chocolate series can find lucky draw codes on their ice cream sticks. Prizes include exclusive trips to Korea, Hearts2Hearts photocards, smartphones, e-wallet vouchers and free products.
From developing localized flavors to partnering with highly popular cultural figures, Yili continues to apply its core strategy of "Global Mindset, Local Operations" in Indonesia. The collaboration between Joyday and Hearts2Hearts reflects Yili's effort to understand and respond to local consumer preferences, while supporting the brand's long-term growth in the market.
Looking ahead, Yili will continue to leverage its global R&D network and supply chain advantages to meet the evolving tastes of Indonesian consumers. By driving international growth through localized innovation, Yili aims to further strengthen its presence in the global dairy market.
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Yili's Joyday Names K-pop Group Hearts2Hearts as Brand Ambassador in Indonesia
SHANGHAI, May 20, 2026 /PRNewswire/ -- Lemonilo, Indonesia's leading healthier consumer goods company, continues to reinforce its global portfolio by, once again, participating in SIAL Shanghai 2026, one of Asia's largest food and beverage trade exhibitions held at the Shanghai New International Expo Center from May 18 to 20. Through its participation, Lemonilo showcases Indonesia's growing healthier food and snack innovation to international audiences as well as strategic business partners.
The 2026 edition of SIAL Shanghai introduces several strategic sectors focused on the future of the food industry ecosystem, including Digital Food Supply Chain & Logistics, Future Foods & AI Innovations, and the Digital Food Start-up Hub. The exhibition serves as a melting point for suppliers, distributors, and innovators to explore emerging food trends and strengthen international market opportunities.
At the exhibition, Lemonilo presents a diverse portfolio of healthier food and snack products, including Lemonilo Ramen, Chimi Sweet Potato Chips in Butter Caramel, Cheese Burger, Roasted Corn, and Spicy Corn variants, as well as Lemonilo Brownies Crispy in Chocolate Chips, Strawberry Cheese, and Cheese flavors.
This year, Lemonilo also introduces its newest snack innovation, Lemonilo Brownies Cruunchy, a crispy chocolate rice bar, to global audiences at SIAL Shanghai 2026.
Participating in SIAL Shanghai 2026 aligns with Lemonilo's commitment to expanding its international presence while introducing Indonesian healthier food products to broader global markets. The company also aims to build strategic connections with international distributors and business partners, particularly within the Asian market.
"We're beyond delighted to return to SIAL Shanghai and continue showcasing Lemonilo's healthier food innovations to the global market. This year, we are excited to introduce our newest product line, Lemonilo Brownies Cruunchy, to international audiences," said The Vice President of Marketing and Innovation of Lemonilo, Andita Rasyid.
"This event marks another important milestone for Lemonilo as we continue expanding globally, highlighting our innovative product offerings while strengthening connections with international partners," Andita added.
Lemonilo continues to innovate through products that are healthy, tasty, and accessible for consumers. Through SIAL Shanghai 2026, Lemonilo further reinforces its mission to make healthier lifestyle choices more widely available across global markets. Visitors are invited to explore Lemonilo's innovative product lineup located at booth no. E3 F015 and learn more about the company's commitment to healthier consumer goods innovation from Indonesia.
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Lemonilo Reinforces Indonesia's Healthy Food & Snacks at The SIAL Exhibition, Shanghai 2026
