This Children’s Day Is Getting a Whole Lot Milkier!

Recently, the China Dairy Industry Association and Yili Group jointly launched the industry’s first science-themed scripted role-playing game, Institute of Superpowers, to popularize dairy knowledge. On June 1st, Yili Group partnered with Xinhua Net to launch a variety show of the same name, using an entertaining format to share milk-related facts. Meanwhile, the "World Milk Day Through Youth’s Eyes" campaign concluded by selecting 100 individuals as "2025 World Milk Day Ambassadors."

Liu Chao, Vice Chairman and Secretary-General of the China Dairy Industry Association, Yang Chaoqun, Vice President of Yili Group, and the “super players” gathered at the Yili Modern Smart Health Valley to mark World Milk Day through immersive real-life adventures and other themed activities. (Photo courtesy of Yili Group)

At the same time, Yili Group and the China Dairy Industry Association jointly launched the "National Milk Consumption Campaign," promoting healthy consumption habits through scientific approaches and encouraging milk to become a staple of everyday wellness. The initiative reflects a shift from one-way corporate messaging to two-way engagement between companies and consumers. In recent years, Yili has carried out a series of youth-oriented science communication initiatives—such as World Milk Day collaborations—to highlight milk’s nutritional value in creative, youth-friendly ways. These efforts have trained 300 promotional ambassadors and garnered hundreds of millions of views on platforms like Weibo.

Yili Group and the China Dairy Industry Association jointly launched the National Milk Consumption Campaign. (Photo courtesy of Yili Group)

The “Yili 2025 World Milk Day Science Communication Campaign” combines popular formats such as role-playing games, variety shows, and live-streaming to make dairy a natural part of people’s daily routines through engaging storytelling. The crossover appeal of the first-ever dairy-themed scripted role-playing game demonstrates how the “learning through play” model resonates with younger audiences. Effective science communication must align with youth-friendly expression styles rather than rely on one-sided output.