Yuexianhuo fresh milk launches in HK, begins global expansion

Yuexianhuo, China’s premium fresh milk leader under Junlebao Dairy Group, marked its international debut Sunday with a splashy launch event at Hong Kong’s K11 MUSEA overlooking Victoria Harbour. Olympic champion and FINA judge Guo Jingjing attended as the newly appointed Global Brand Ambassador, celebrating the brand’s leap into the global market.

Guo Jingjing (R) is appointed as Yuexianhuo’s Global Brand Ambassador. Photos by courtesy of Yuexianhuo

At the event, Yuexianhuo showcased its upgraded “four-dimensional advanced whole-chain freshness lock” technology — a comprehensive system encompassing source selection, instant freshness locking, impurity removal, and oxygen-barrier storage. This innovation underscores the brand’s ambition to evolve from a domestic leader to a world-class fresh milk player.

Tech-driven growth: From regional to national dominance

Fueled by rising consumer demand and improved cold-chain logistics, China’s fresh milk market has experienced explosive growth, with Yuexianhuo emerging as a key driver. Since its 2019 debut, the brand’s proprietary INF 0.09-second ultra-short sterilization and low-temperature aseptic filling technologies have extended shelf life while preserving bioactive nutrients, enabling nationwide distribution.

Yuexianhuo fresh milk.

Nielsen data reveals Yuexianhuo now holds 37.3% of China’s premium fresh milk market and 49% of premium bottled fresh milk sales — meaning one in every two high-end bottled fresh milk products sold nationwide is Yuexianhuo. The brand has also earned global acclaim, including the World Dairy Innovation Award for Best Processing Technology and the ITI Superior Taste Award.

Hong Kong entry: A springboard for global reach

Yuexianhuo’s entry into Hong Kong — a market known for its stringent food safety standards — signals its readiness for international competition. Available at over 1,500 retail outletsin Hong Kong, including Wellcome, PARKnSHOP, and 7-Eleven, the milk has quickly gained traction.

Yuexianhuo fresh milk is available at over 1,500 retail outletsin Hong Kong.

“Hong Kong’s rigorous regulations ensure only top-quality products succeed. My family trusts Yuexianhuo for its safety and taste,” said local consumer Mr. Chan.

Yang Hongbin, vice president of Junlebao, emphasized: “Our ‘four-dimensional freshness lock’ system aims to revolutionize China’s fresh milk industry. Starting with Hong Kong and Macao, we will expand to more global markets.”

Innovation without limits: Meeting diverse needs

Yuexianhuo’s product lineup caters to niche demands, featuring A2 β-casein milk for easy digestion, traceable organic milk, and low-GI lactose-free options. Backed by Junlebao’s “six world-class standards” for end-to-end quality control — from pasture to production — the brand is poised for sustained leadership.

“We’re dedicated to producing world-class dairy through continuous innovation,” said Wei Lihua, chairman and CEO of Junlebao Dairy Group. “Our mission is to enhance consumer health while driving industry advancement.”