Sources: Joyoung’s corporate history and official company information; JS Global’s corporate filings.2

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

From this starting point, Joyoung gradually expanded into soy milk makers, high-speed blenders, juicers, rice cookers, pressure cookers, air fryers, electric kettles, induction cookers, dishwashers, water purifiers, kitchenware, other cooking appliances, floor-cleaning appliances and personal-care appliances. Its international product portfolio also includes products 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 Joyoung, the company created the first fully automatic household soy milk maker that year.4 This was a significant development because traditional homemade soy milk required several labour-intensive steps, including soaking, grinding, filtering and cooking soybeans. Joyoung’s appliance automated much of this process.

The company consequently helped 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 home preparation of plant-based beverages. The company’s later international positioning continued to emphasise this heritage: 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 in 2002. The company subsequently developed from a specialist soy milk appliance manufacturer into a broader small appliance company.5

2008: Shenzhen Stock Exchange listing

Joyoung was listed on the Shenzhen Stock Exchange on 28 May 2008, under stock code 002242.6 The listing marked an important stage in Joyoung’s transformation from a specialised appliance manufacturer into a publicly traded consumer appliance company.

During the 2000s and 2010s, Joyoung increasingly diversified its product portfolio. The company’s strategy can broadly be described as moving from soy milk makers to kitchen appliances, then to healthy cooking and finally to whole-home appliances. Its portfolio came to include:

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 website currently lists soy milk machines, high-speed blenders, rice cookers, water purifiers, dishwashers, kettles and other kitchen products.2

Joyoung’s corporate identity is heavily built around health and innovation. The company describes these as its core DNA and positions its products around healthier cooking, convenience and quality of life. A useful way to understand the Joyoung brand is the combination of traditional food culture, appliance technology and convenience. For example, soy milk is a traditional Chinese breakfast beverage; Joyoung’s contribution was not inventing soy milk itself, but developing appliances that made its preparation much easier and more automated.

This approach has continued into newer products. Instead of simply selling an appliance such as a blender or rice cooker, Joyoung often emphasises healthy cooking, automation, reduced manual work, ease of cleaning, intelligent functions, user convenience and modern design.

Innovation has been central to Joyoung’s brand positioning. One particularly important area has been automation. For example, Joyoung has developed automatic and self-cleaning technologies for soy milk makers and blenders. The company’s international marketing emphasises its self-cleaning technology as a way of reducing one of the most inconvenient parts of preparing blended or soy-based drinks: washing the appliance afterwards.7

This illustrates a recurring Joyoung product philosophy: identify a tedious household task, automate it, and turn the convenience into a product feature.

One of the more distinctive aspects of modern Joyoung branding is its connection with China’s space programme. Joyoung states it participated in the development of the “space kitchen” for China’s space station, developing equipment including water distribution equipment, hot-air heating equipment and an aerospace intelligent app. These technologies were intended to support astronauts’ food and drinking-water needs.16

Joyoung subsequently used this aerospace association in consumer marketing under the concept of bringing space technology into everyday homes. The company’s newer products have therefore been marketed around concepts such as aerospace technology, healthy living, advanced heating, intelligent cooking and automated food preparation. This became an important part of Joyoung’s modern brand story.

Joyoung is no longer simply a “soy milk maker company”; its current product ecosystem is considerably broader.

Soy milk makers

This remains the category most closely associated with Joyoung. The company offers different generations of machines, including automatic soy milk makers, filterless models, self-cleaning models, quiet models, smart soy milk makers and soy milk/yogurt machines. Its international catalogue continues to feature multiple soy milk maker categories.4

Blenders

Joyoung produces high-speed and multifunctional blenders, including models designed around high-speed blending, noise reduction, self-cleaning, smoothie preparation and plant-based milk preparation.7

Rice cookers

Rice cookers are another major category, ranging from conventional electric rice cookers to more technologically sophisticated cooking systems.

Pressure cookers

Joyoung produces electric pressure cookers designed for automated cooking of meat, soups, rice and other dishes.

Air fryers

Air fryers have become part of Joyoung’s broader healthy-cooking portfolio, reflecting the company’s shift toward contemporary cooking trends.

Water purification

Joyoung also sells household water purifiers and related products.8

Cleaning and personal-care appliances

Following its acquisition of SharkNinja’s China business, referred to by Joyoung as 尚科宁家（中国）, Joyoung expanded beyond the kitchen into areas including floor-cleaning machines and high-speed hair dryers.9

There is an important distinction between Joyoung the brand and Joyoung Co., Ltd. the listed company. Joyoung Co., Ltd. is a publicly listed Chinese company, while the broader corporate group has a relationship with JS Global Lifestyle. JS Global’s filings state that, as of 31 December 2024, it indirectly held approximately 67% of Joyoung, giving it control of the company.10

More recently, JS Global’s 2025 ESG report describes Joyoung as one of the group’s two major operating segments, alongside its SharkNinja Asia-Pacific business. It describes Joyoung’s segment as focusing on the design, manufacturing, marketing, export and distribution of small kitchen electrical appliances. In simplified form, the structure is:

• JS Global Lifestyle
• Joyoung Co., Ltd.
• Joyoung / 九阳 brand

Joyoung itself nevertheless remains separately listed on the Shenzhen Stock Exchange under 002242.10

Although Joyoung is primarily associated with the Chinese market, it has developed an international presence. The brand operates international websites and sells products in markets including the United States, Singapore, Southeast Asia, other Asian markets and selected European and international markets. Its U.S. website positions Joyoung as an international kitchen appliance brand and promotes products including soy milk makers, blenders, air fryers, soup makers, pressure cookers and other appliances.3

In Singapore, Joyoung currently markets products including blenders, slow juicers, rice cookers, pressure cookers and air fryers. Its Singapore site also promotes the brand’s “space technology” positioning.6

Joyoung occupies a distinct position in the appliance industry. It is not simply a low-cost Chinese appliance manufacturer; its branding increasingly emphasises technology, health, design and intelligent functions. At the same time, it is not positioned exactly like premium Western appliance brands. Its core proposition can be summarised as follows:

Joyoung has developed a substantial social responsibility programme known as the Joyoung Hope Kitchen (公益厨房) project. The company states the programme began in 2010. According to Joyoung’s current corporate information, it has helped establish more than 1,650 public-welfare kitchens in rural schools, supporting meals for more than 600,000 children per day. The company also states it has supported more than 300 schools in establishing food-education spaces.15

The project fits naturally with Joyoung’s broader brand narrative around food, health, children, nutrition and cooking.

Joyoung’s importance in the Chinese appliance industry is largely connected to its ability to create and dominate a new appliance category. The company’s story is unusual because it did not begin by trying to compete across every type of home appliance. Instead, it identified that soy milk was already deeply embedded in Chinese food culture but that making it at home was inconvenient. By developing an automatic machine, Joyoung established the household soy milk maker as a recognisable appliance category. It subsequently used its reputation in healthy food preparation to move into blenders, rice cookers, pressure cookers, air fryers and other appliances.11

Joyoung is part of a larger Chinese home appliance ecosystem that includes brands such as Midea, Supor, Xiaomi, Haier and Galanz. However, its historical identity is somewhat different.

• Midea: Broad household appliance giant with products ranging from air conditioners and refrigerators to kitchen appliances.
• Supor: Strongly associated with cookware, kitchen appliances, pressure cookers and cooking products.
• Xiaomi: Strong smart-home ecosystem, emphasising connected devices and value-oriented technology.
• Joyoung: Historically distinguished by soy milk, healthy food preparation and small kitchen appliances.

This specialisation helped Joyoung establish a recognisable brand identity rather than simply competing as a general appliance manufacturer.

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

Today, Joyoung is best understood as a technology-oriented Chinese small appliance brand with roots in healthy food preparation. Its evolution can be summarised as:

• 1994: Soy milk maker pioneer
• 2000s: Chinese kitchen appliance specialist
• 2010s: Diversified small appliance company
• 2020s: Healthy-lifestyle and smart-home appliance brand
• Today: Kitchen and household appliances, with aerospace technology and international ambitions

The company’s own recent materials describe its strategy as continuing to focus on small household appliances while using consumer insights and innovation to develop new categories and products.16

• Founded: 199411
• Founder: Wang Xuning and university classmates11
• Headquarters: Jinan, Shandong, China12
• Famous for: Household soy milk makers
• First major innovation: Automatic household soy milk maker in 199411
• Public listing: Shenzhen Stock Exchange, 28 May 2008, stock code 00224210
• Major shareholder: JS Global Lifestyle, which held approximately 67% indirectly at the end of 202410
• Major product areas: Soy milk makers, blenders, rice cookers, pressure cookers, air fryers, kettles, water purifiers and other kitchen appliances13
• Aerospace connection: Participated in developing equipment for China’s space-station “space kitchen”14
• Social responsibility: Operates the Joyoung Hope Kitchen public-welfare programme15

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. Terms of Use – Joyoung– 美国
8. joyoung.com
9. 九阳股份(002242)_公司公告_九阳股份有限公司2011年年度报告新浪财经_新浪网
10. 九阳股份(002242)_公司公告_九阳股份有限公司2008年年度报告新浪财经_新浪网
11. 品牌故事
12. About
13. JOYOUNG COMPANY LIMITED company info
14. All Products – Soymilk machine,Noodle machine,Juice machine,Dishwasher,Steam rice cooker,Steam air fryer
15. JOYOUNG COMPANY LIMITED 회사 정보
16. 九阳股份有限公司-太空科技 悦享健康