Yili Group's premium ice cream brand NOC announced a strategic partnership with cultural and tourism giant Fantawild on June 28, unveiling a new co-branded product line that blends national aesthetics with beloved entertainment IPs.

The collaboration introduces the NOC × Fantawild ice cream series, set to debut this summer. The launch features three different products: the "Xiong Da" and "Xiong Er" ice creams inspired by the iconic Boonie Bears animation, and the whimsical "Castle Ice Cream", fusing NOC's elegant design with Fantawild's imaginative storytelling.

Three products are jointly launched by NOC and Fantawild. [Photo/WeChat account of Yili]

This initiative reflects Yili's commitment to innovation and cultural integration in the high-end ice cream sector. By merging Fantawild's strong IP appeal with NOC's artistry in dairy craftsmanship, the partnership aims to create immersive consumption experiences and redefine the intersection of leisure, culture, and taste.