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Joyoung's capsule soy milk maker targets younger generation

By Liu Zhihua | | Updated: 2015-11-04 08:53

Joyoung's capsule soy milk maker targets younger generation

OneCupQ6. [Photo provided to China Daily]

About 20 years ago, Wang Xuming, the founder of Chinese kitchen appliance manufacturer Joyoung, created the first soy milk maker for domestic use.

Now, having sold more than 100 million soy milk makers, the company is targeting a younger audience with its capsule soy milk maker, inspired by the success of capsule coffee machines, the company said at a media briefing on Oct 28.

Cheng Ke, an executive with Joyoung who is in charge of the new product OneCupQ6's research and development, says: "Soy milk is healthy but it is often referred to as 'traditional' and 'unfashionable'. We hope to convince young people that soy milk can be as convenient and fashionable as coffee."

The new machine needs just 30 seconds to make a cup of soy milk. Users need to put a capsule into the machine and then start it. With a traditional soy milk maker, users needed to wash the beans, soak them and then clean the machine.

The new machine cleans itself automatically five minutes after use.

Users can also interact with the machine using Wi-Fi.

The capsules come in many flavors — black tea, banana milk and mocha.

Zhou Kunpeng, founder and CEO of 59store, a mobile app platform, says that his company has inked an agreement with Joyoung to sell soy milk made using the new machine to university students and he is confident that young people will take to the traditional drink.


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