The premium fresh milk brand Yue Xian Huo, under the Junlebao Dairy Group, has officially entered the Singapore market, holding a brand strategy launch event at Resorts World Sentosa. Olympic champion and the brand's global ambassador, Guo Jingjing, was present to lend her support to the occasion.
Yue Xian Huo first launched in 2019 at the Beijing Water Cube. Over seven years, it has achieved continuous technological breakthroughs, from pioneering the INF 0.09-second instant sterilization process and being the first to use pharmaceutical-grade aseptic cold filling, to establishing a fully integrated supply chain freshness-preservation system.
At this launch event, the brand also announced a collaboration with the globally recognized inspection, testing, and certification body SGS to jointly establish a "Global Fresh Milk Full Industry Chain Standard." This standard covers every stage from milk source and processing to warehousing, transportation, and final retail sales.
In 2025, partnering with a scientific research team from the Chinese Academy of Agricultural Sciences and utilizing premium native Omega-3 fresh milk sources, Yue Xian Huo introduced China's first native Omega-3 fresh milk. The Omega-3 content in this product is three times that of regular milk.
According to data from AC Nielsen, as of May 2026, Yue Xian Huo holds the top sales position in China's fresh milk market, with a full-channel market share of 27.1%. In the premium fresh milk segment, its share reaches 50%, meaning one out of every two bottles of premium fresh milk sold in the market is from Yue Xian Huo.
The brand formally entered the Hong Kong market in May 2025, quickly gaining coverage across mainstream retail channels and receiving awards such as the "TOP BRAND Leap Forward Sales Award" from 7-Eleven and the "Outstanding Brand Award - Leap Forward Brand" from PARKnSHOP.
Public information indicates that Singapore's food safety index consistently ranks among the highest globally, with its food access system known for its stringent standards and comprehensive chain coverage. Yue Xian Huo has successfully passed the full set of rigorous access tests and food safety audits conducted by the Singapore Food Agency (SFA). The product has now officially entered well-known local supermarket chains like Sheng Siong and is slated to expand into other mainstream channels such as FairPrice, Giant, and Cold Storage.
Wei Lihua, Chairman and President of the Junlebao Group, stated, "We hope Yue Xian Huo brings nutrition, health, and happiness to Singaporean consumers. Choosing Singapore as the first stop for our international expansion is twofold: firstly, Singapore's stringent food safety standards serve as a validation of Yue Xian Huo's quality. Secondly, it allows us to leverage Singapore's position to reach the 700 million people in Southeast Asia and formally participate in international competition."
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