Joyoung is one of China’s most prominent small home appliance brands, with an identity historically centred on making healthier food and beverages easier to prepare at home. Unlike many appliance manufacturers that launch with a broad portfolio, Joyoung’s early success was strongly associated with a single category: the household soy milk maker. The company states it developed China’s first automatic household soy milk maker in 1994, helping transform freshly prepared soy milk from a labour-intensive traditional food into a convenient household beverage.4

From this foundation, Joyoung gradually expanded its product lines to include high-speed blenders, juicers, rice cookers, pressure cookers, air fryers, electric kettles, induction cookers, dishwashers, water purifiers, kitchenware, floor-cleaning appliances, and personal-care devices. Its international product portfolio also includes specialised items such as soup makers, pasta makers, and grain cookers.3

1994–2004: The soy milk maker

Joyoung’s origins date to 1994, when founder Wang Xuning and several university classmates began developing an automatic household soy milk maker. According to the company, they created the first fully automatic household soy milk maker that year.4 This innovation was significant because traditional homemade soy milk required multiple labour-intensive steps, including soaking, grinding, filtering, and cooking soybeans. Joyoung’s appliance automated much of this process, helping to establish soy milk makers as a distinct household appliance category in China. Its early brand identity became closely associated with soy milk, healthy eating, and the home preparation of plant-based beverages. This heritage continues to inform its international positioning; for example, its U.S. operation describes Joyoung as the inventor of the first soy milk maker and connects its history to plant-based food solutions.

2002: Formal corporate development

Although the business traces its origins to 1994, Shandong Joyoung was formally established as a corporate entity in 2002. The company subsequently evolved from a specialist soy milk appliance manufacturer into a broader small appliance enterprise.5

2008: Shenzhen Stock Exchange listing

Joyoung was listed on the Shenzhen Stock Exchange on 28 May 2008 under stock code 002242. This listing marked a pivotal stage in the company’s transformation from a specialised manufacturer into a publicly traded consumer appliance corporation.

During the 2000s and 2010s, Joyoung diversified its product portfolio significantly. The company’s strategic evolution can be broadly described as moving from soy milk makers to general kitchen appliances, then to healthy cooking solutions, and finally to whole-home appliances. Its current catalogue encompasses several key categories:

Beverage preparation

• Soy milk makers
• Blenders
• High-speed blenders
• Juicers

Cooking

• Rice cookers
• Pressure cookers
• Electric cookers
• Slow cookers
• Induction cookers
• Air fryers
• Ovens

Food preparation

• Grain cookers
• Pasta makers
• Food processors
• Other food preparation appliances

Kitchen and household

• Electric kettles
• Dishwashers
• Water purifiers
• Kitchenware

The company’s international platforms currently list soy milk machines, high-speed blenders, rice cookers, water purifiers, dishwashers, kettles, and various other kitchen products.2

Joyoung’s corporate identity is built around the concepts of health and innovation. The company describes these as its core DNA, positioning its products around healthier cooking, convenience, and quality of life. A useful framework for understanding the brand is the combination of traditional food culture, appliance technology, and user convenience. For instance, while soy milk is a traditional Chinese breakfast beverage, Joyoung’s contribution was not inventing the drink itself but developing appliances that made its preparation automated and accessible.

This approach extends to newer products. Rather than simply marketing standard blenders or rice cookers, Joyoung emphasises features such as healthy cooking modes, automation, reduced manual labour, ease of cleaning, intelligent functions, and modern design aesthetics.

Innovation remains central to Joyoung’s brand positioning. Its international operations state that the company has accumulated more than 8,000 patented technologies. Automation has been a particularly important area of focus. For example, Joyoung has developed automatic and self-cleaning technologies for both soy milk makers and blenders. International marketing highlights self-cleaning technology as a solution to one of the most inconvenient aspects of preparing blended or soy-based drinks: washing the appliance afterwards. This reflects a recurring product philosophy: identifying a tedious household task, automating it, and converting that convenience into a defining product feature.

A distinctive aspect of modern Joyoung branding is its connection with China’s space programme. The company states it participated in developing the “space kitchen” for China’s space station, creating equipment that includes water distribution systems, hot-air heating equipment, and an aerospace intelligent app. These technologies were designed to support astronauts’ food and drinking water needs.11

Joyoung subsequently leveraged this aerospace association in consumer marketing under the concept of bringing space technology into everyday homes. Newer products are often marketed around themes of aerospace-grade technology, healthy living, advanced heating, intelligent cooking, and automated food preparation, forming a key part of the brand’s contemporary narrative.

Joyoung is no longer solely a soy milk maker company; its current ecosystem is considerably broader.

Soy milk makers

This remains the category most closely associated with the brand. Joyoung offers multiple generations of machines, including automatic, filterless, self-cleaning, quiet, and smart models, as well as combined soy milk and yoghurt makers. Its international catalogues continue to feature extensive soy milk maker categories.2

Blenders

Joyoung produces high-speed and multifunctional blenders designed for noise reduction, self-cleaning, smoothie preparation, and plant-based milk production.

Rice cookers and pressure cookers

Rice cookers range from conventional electric models to technologically sophisticated cooking systems. Electric pressure cookers are designed for the automated preparation of meat, soups, rice, and other dishes.

Air fryers and water purification

Air fryers have become part of Joyoung’s healthy cooking portfolio, reflecting a shift toward contemporary cooking trends. The company also sells household water purifiers and related filtration products.

Cleaning and personal care

Following its acquisition of SharkNinja’s China business, referred to by Joyoung as 尚科宁家（中国）, the company expanded beyond the kitchen into floor-cleaning machines and high-speed hair dryers.

It is important to distinguish between Joyoung as a brand and Joyoung Co., Ltd. as a listed company. Joyoung Co., Ltd. is a publicly listed Chinese entity, while the broader corporate group maintains a relationship with JS Global Lifestyle. Filings indicate that as of 31 December 2024, JS Global indirectly held approximately 67% of Joyoung, giving it controlling interest. JS Global’s 2025 ESG report describes Joyoung as one of the group’s two major operating segments alongside SharkNinja Asia-Pacific, focusing on the design, manufacturing, marketing, export, and distribution of small kitchen electrical appliances. Despite this ownership structure, Joyoung remains separately listed on the Shenzhen Stock Exchange under code 002242.

Although primarily associated with the Chinese market, Joyoung has developed a significant international footprint. The brand operates regional websites and sells products in the United States, Singapore, Southeast Asia, other Asian markets, and selected European territories. Its U.S. website positions Joyoung as an international kitchen appliance brand promoting soy milk makers, blenders, air fryers, soup makers, and pressure cookers. In Singapore, the brand markets blenders, slow juicers, rice cookers, pressure cookers, and air fryers, while also promoting its space technology positioning.6 For Filipino consumers, Joyoung represents a segment of the market focused on specialised Asian cooking appliances and health-oriented kitchen technology.

Joyoung occupies a distinct position in the appliance industry. It is not merely a low-cost manufacturer; its branding increasingly emphasises technology, health, design, and intelligent functions. However, it is also not positioned identically to premium Western appliance brands. Its core proposition can be summarised as follows:

Joyoung operates a substantial social responsibility programme known as the Joyoung Hope Kitchen (公益厨房) project. Launched in 2010, the initiative has helped establish more than 1,650 public welfare kitchens in rural schools, supporting meals for over 600,000 children daily. The company also states it has supported more than 300 schools in establishing food education spaces. This project aligns naturally with the brand’s broader narrative centred on food, health, children, nutrition, and cooking.

Joyoung exists within a larger Chinese home appliance ecosystem that includes brands such as Midea, Supor, Xiaomi, Haier, and Galanz. However, its historical identity differs from these competitors. While Midea is a broad household appliance giant covering air conditioners and refrigerators, and Supor is strongly associated with cookware and pressure cookers, Joyoung has been historically distinguished by its specialisation in soy milk, healthy food preparation, and small kitchen appliances. Xiaomi, by contrast, emphasises a connected smart-home ecosystem and value-oriented technology. This specialisation allowed Joyoung to establish a recognisable brand identity rather than competing solely as a generalist appliance manufacturer.

The Chinese name 九阳 (Jiǔyáng) literally combines 九 (jiǔ, meaning nine) and 阳 (yáng, associated with sunlight, warmth, and positive energy in traditional Chinese thought). “Joyoung” is the brand’s international romanised name and is not a direct translation of the Chinese characters but rather an internationally styled brand name derived from them.

Today, Joyoung is best understood as a technology-oriented Chinese small appliance brand with roots in healthy food preparation. Its evolution spans from being a soy milk maker pioneer in 1994 to a Chinese kitchen appliance specialist in the 2000s, a diversified small appliance company in the 2010s, and a healthy lifestyle and smart home brand in the 2020s. Currently, it focuses on kitchen and household appliances incorporating aerospace technology concepts with international ambitions. Recent corporate materials describe a strategy of continuing to focus on small household appliances while using consumer insights and innovation to develop new categories and products.

• Founded: 19947
• Founder: Wang Xuning and university classmates
• Headquarters: Jinan, Shandong, China
• Famous for: Household soy milk makers
• First major innovation: Automatic household soy milk maker in 19947
• Public listing: Shenzhen Stock Exchange, 28 May 2008, stock code 002242
• Major shareholder: JS Global Lifestyle (approximately 67% indirect holding at end of 2024)
• Major product areas: Soy milk makers, blenders, rice cookers, pressure cookers, air fryers, kettles, water purifiers, and other kitchen appliances8
• Aerospace connection: Participated in developing equipment for China’s space station “space kitchen”9
• Social responsibility: Operates the Joyoung Hope Kitchen public welfare programme10

1. 公司简介
2. Soy Milk Maker ,High Speed Blender,Water Purifier,Induction Cooker Manufacturer and Supplier in China
3. About Us– 美国
4. All Products – Soymilk machine,Noodle machine,Juice machine,Dishwasher,Steam rice cooker,Steam air fryer
5. Site Index – JOYOUNG COMPANY LIMITED
6. Joyoung Singapore
7. 品牌故事
8. JOYOUNG COMPANY LIMITED company info
9. All Products – Soymilk machine,Noodle machine,Juice machine,Dishwasher,Steam rice cooker,Steam air fryer
10. JOYOUNG COMPANY LIMITED 회사 정보
11. 九阳股份有限公司-太空科技 悦享健康