Joyday
Joyday is an Indonesian ice cream brand operated by PT Green Asia Food Indonesia (a Yili Group subsidiary) that produces 20+ flavors across sticks, cones, cups, and mochi formats for teenage consumers, distributed via e-commerce marketplaces, supermarkets, and a JoySeller franchise network across 10+ Indonesian cities.
- Company typePrivate
- Founded2018
- HeadquartersPenjaringan, Indonesia
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Joyday does
Joyday is an Indonesian mass-market ice cream brand launched in 2018 by PT Green Asia Food Indonesia, a wholly-owned subsidiary of Chinese dairy conglomerate Yili Group (Inner Mongolia Yili Industrial Group, ranked #1 in Asia in Rabobank's 2018 Global Dairy Top 20). The brand manufactures and distributes four product formats — sticks/bars, cones, cups, and mochi — with a portfolio of roughly 20 flavor variants built around a multi-layer coating technology that combines real milk ice cream with chocolate, malt, biscuit crumble, and fruit-flavor shells. Unit retail prices range from IDR 2,500 to IDR 12,000 and carton wholesale pricing sits at approximately IDR 130,000, positioning the brand at an accessible price point for the Indonesian youth segment.
The company targets Indonesian teenagers as its primary segment and executes an event-driven go-to-market anchored by the recurring monthly #21isJoyDay activation across 10+ cities (Jakarta, Bandung, Surabaya, Denpasar, Makassar, Semarang, Solo, Pekanbaru, Jambi, Lampung), school roadshows reaching 50+ locations, KOL collaborations on Instagram Live (Iqbaal, @amrazing), and owned social channels on Instagram, Facebook, Twitter, and YouTube. Products are sold through five e-commerce marketplaces (Tokopedia, Shopee, JD.ID, Bukalapak, Blibli), national supermarket and minimarket chains (Hypermart, Yogya, Alfamidi Super), and the JoySeller home-based franchise network offering approximately 25-30% retail margins to resellers.
Joyday holds regulatory approvals from BPOM RI (Indonesian food and drug agency) and an A-category (Very Good) halal certification from LPPOM MUI (Indonesian Ulema Council), which together function as a de facto license-to-operate in Indonesia's Muslim-majority mass market. The company's 2025 Berlapis Kejutan Stiknya consumer promotion (running May 1 – August 31, 2025) prizes trips to England, iPhone 15 units, Apple Watch, and e-wallets to drive repeat purchase and store traffic. Joyday is privately held and a subsidiary rather than an independent company, with no disclosed fundraising or external shareholders.
Joyday firmographics
Firmographics- Name
- Joyday
- Legal name
- PT. Green Asia Food Indonesia
- Website
- https://joyday.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Joyday is an Indonesian ice cream brand operated by PT Green Asia Food Indonesia (a Yili Group subsidiary) that produces 20+ flavors across sticks, cones, cups, and mochi formats for teenage consumers, distributed via e-commerce marketplaces, supermarkets, and a JoySeller franchise network across 10+ Indonesian cities.
- Ownership category
- akta.pro rank
Joyday industry classification
Industry- Product category
- Ice Cream / Frozen Desserts
- NAICS
- Ice Cream and Frozen Dessert Manufacturing (311520), Ice Cream and Frozen Dessert Manufacturing (31152)
- SIC
- Ice Cream & Frozen Desserts (2024)
- akta.pro primary industry
- Ice Cream, Frozen Desserts & Novelties Manufacturing (AFAKAKAE)
- akta.pro secondary industries
- Ice Cream & Refrigerated Desserts (CRADACAE), Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)
Keywords
Where Joyday is headquartered
LocationHeadquarters
- HQ city
- Penjaringan
- HQ country
- Indonesia
- HQ region
- Asia
Offices2 records
Markets served
Joyday business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Ice Cream Product Sales: Joyday generates revenue through the sale of ice cream products across four main product categories: sticks, cones, cups, and mochi. Products are sold through e-commerce platforms, supermarkets, minimarkets, and the JoySeller franchise network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual stick and cup products |
| Unit Pricing | Pay-as-you-go | Carton / Wholesale pack |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Joyday product offering
Product offeringCore offering
Joyday manufactures, markets, and distributes a portfolio of mass-market ice cream and frozen novelty products in Indonesia, including stick bars (batang), cones, cups (mangkuk), and mochi-style ice cream in multiple flavors. The brand is targeted primarily at teenagers and young consumers seeking affordable, flavorful frozen treats sold via modern and traditional retail channels.
Product overview
Joyday is an Indonesian ice cream brand produced by PT Green Asia Food Indonesia (a subsidiary of China's Yili Group). The product portfolio consists of four main product categories: Mochi (rice cake-style ice cream in 4 flavors), Sticks/Bars (22+ varieties including crunchy, milky, and cool fruit flavors), Cones (5 varieties with chocolate and fruit toppings), and Cups (4 milkshake varieties). The company targets teenagers with colorful, affordably-priced ice cream using real milk and quality ingredients. Products are sold through various e-commerce platforms (Tokopedia, Shopee, JD.ID, Bukalapak, Blibli) and retail stores, with a franchise program called JoySeller for resellers.
Differentiator
Problem solved
Functional benefit
Products and services
- Joyday Ice Cream Sticks (Batang) Single-serve stick-format ice cream bars sold impulse at retailers; targeted at Indonesian teenagers and young consumers as an affordable, on-the-go frozen snack.
- Joyday Ice Cream Cones Cone-format ice cream with a wafer cone and flavored ice cream topping, sold single-serve at retail; positioned as a mainstream impulse treat for teens and families.
- Joyday Ice Cream Cups (Mangkuk) Multi-flavor cup-format ice cream sold single-serve or as multi-pack family-sized containers; aimed at at-home consumption and family dessert occasions.
- Joyday Mochi Ice Cream Mochi-wrapped ice cream bite-sized treats in assorted flavors, marketed as a premium-feeling novelty within the Joyday portfolio for Indonesian consumers.
- Flavored / Limited-Edition Variants (e.g., fruit- and dessert-inspired flavors such as Cool Watermelon Apple, Frutti Frizz, Mulberry Red Velvet, Coconut Bliss) Rotating single-serve and multi-pack flavor variants across sticks, cones, cups, and mochi, used to drive repeat trial among teen consumers in Indonesia.
Quantifiable outcome
- Joyday ice cream passed BPOM food safety certification
- +2 more outcomes
Companies that use Joyday
Customer profileSegments1 record
Ideal customer profiles2 records
Joyday technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Joyday partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- PT Green Asia Food IndonesiacorePT Green Asia Food Indonesia is the local subsidiary and operator of Joyday ice cream in Indonesia. It is a subsidiary of Yili Group, Asia's largest dairy company. PT Green Asia Food Indonesia manages the Joyday brand operations, website, marketing activities, and product distribution in Indonesia.
- PT Dentsu IsopostminorPT Dentsu Isopost serves as the agency organizer for the Joyday Berlapis Kejutan Stiknya 2025 consumer promotion program. The agency manages the promotional mechanics, prize distribution, and program administration.
- Yili Inner Mongolia / Yili GroupcoreYili Group is the parent company and largest dairy producer in China, ranked #1 in Asia according to Rabobank's 2018 Global Dairy Top 20 Report. Yili Group provides quality control standards, manufacturing expertise, and brand backing for Joyday ice cream products. During the COVID-19 pandemic, Yili Inner Mongolia through PT Green Asia Food Indonesia donated 100,000 surgical masks, 2,000 protective goggles, and 2,000 PPE units to Indonesian hospitals.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Joyday competitors and assessment
Company assessmentRegional players
- PT Nutrifood Indonesia: Indonesian food and beverage manufacturer with adjacent frozen and snack products. Comparable as a domestic Indonesian CPG operator targeting mass-market consumers with affordable, halal-certified products, though not a direct ice cream competitor.
Others
- PT Yili Indonesia Dairy: The parent-affiliated Indonesian legal entity that operates Joyday's promotional programs. Structurally relevant as a sister entity to PT Green Asia Food Indonesia rather than a market competitor.
Emerging players
- Mengniu Dairy: China's second-largest dairy conglomerate and parent of Aice Indonesia. Comparable to Joyday's parent (Yili) in scale and Southeast Asia go-to-market playbook; provides strategic context for how Chinese dairy giants compete for ASEAN share.
Broad incumbents
- Walls (Unilever Indonesia): Unilever's flagship mass-market ice cream brand in Indonesia, with deep nationwide distribution through traditional retail and minimarkets. Competes head-to-head with Joyday in mainstream stick and cone formats while offering broader multinational brand resources.
- Magnum (Unilever): Unilever's premium ice cream brand with strong Indonesian presence in modern trade and foodservice. While positioned at higher price points than Joyday, it shares the chocolate-coated stick/cup format and targets overlapping youth and young-adult consumers.
- Baskin-Robbins Indonesia: International ice cream and frozen dessert chain with shop-based presence in Indonesia. Operates in a different channel (dedicated retail) but competes for the same discretionary dessert spend in urban Indonesian markets.
- Cornetto (Unilever): Global cone-format ice cream brand with extensive Indonesian distribution. Directly competes with Joyday's Cone product line in modern retail and convenience-store channels.
- Häagen-Dazs: Premium international ice cream brand operating in Indonesia through modern retail and dedicated shops. Targets the upper end of the Indonesian ice cream market where Joyday does not directly compete, but benchmarks the premiumization potential of the category.
Direct peers
- Campina: Indonesia's largest domestic ice cream manufacturer, offering a broad range of sticks, cones, cups, and family-pack ice cream across similar price points and retail channels. Campina is Joyday's most direct local competitor in the Indonesian mass-market ice cream segment.
- Aice: Chinese-backed (Inner Mongolia Mengniu-affiliated) Indonesian ice cream brand with similar teen-targeted positioning, affordable pricing, multi-format offerings, and heavy event-driven marketing. Aice is the closest analogue to Joyday in terms of Asian-parent backing and youth-market GTM.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Joyday social profiles
Digital presenceJoyday compliance and trust
Trust signalCompliance2 records
Joyday financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joyday leadership team
Management profileNumber of profiles
Joyday funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joyday M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joyday
What does Joyday do?
Joyday manufactures, markets, and distributes a portfolio of mass-market ice cream and frozen novelty products in Indonesia, including stick bars (batang), cones, cups (mangkuk), and mochi-style ice cream in multiple flavors. The brand is targeted primarily at teenagers and young consumers seeking affordable, flavorful frozen treats sold via modern and traditional retail channels.
Is Joyday a public or private company?
Joyday is a private company. It is classified as corporate owned and is currently operating.
When was Joyday founded?
Joyday was founded in 2018. It employs 251 to 500 people.
Where is Joyday based?
Joyday is headquartered in Penjaringan, Indonesia, in the Asia region.
How does Joyday make money?
One revenue line is on record: ice Cream Product Sales.
Who are Joyday's main competitors?
PT Nutrifood Indonesia is listed as a regional player. PT Yili Indonesia Dairy is listed as an others. Mengniu Dairy is listed as an emerging player. Broad incumbents are Walls (Unilever Indonesia), Magnum (Unilever), Baskin-Robbins Indonesia, Cornetto (Unilever) and Häagen-Dazs. Direct peers are Campina and Aice.
Does Joyday have an API?
No public API is recorded for Joyday.
What industry is Joyday in?
Joyday's product category is Ice Cream / Frozen Desserts. Its primary akta.pro industry code is AFAKAKAE, Ice Cream, Frozen Desserts & Novelties Manufacturing, with a secondary code of CRADACAE, Ice Cream & Refrigerated Desserts. Its NAICS code is 311520 and its SIC code is 2024.