How Yakult Malaysia is evolving with its iconic Yakult ladies for 90th anniversary

Yakult Malaysia is celebrating 90 years of heritage, health, and trust since the brand was founded in 1935 by Dr Minoru Shirota in Japan. Known for its signature probiotic drink, Yakult has become a familiar part of Malaysian households, and this milestone anniversary comes with a host of campaigns and initiatives to engage consumers.

The brand is rolling out special roadshows across grocery stores and hypermarkets, featuring playful mascots shaped like red and blue Yakult bottles. Additionally, the “Putaran kegemilangan Yakult” ('Spin to win') campaign offers customers the chance to win free flights to Japan, along with cash prizes through Touch ‘n Go eWallet, simply by purchasing RM20 worth of Yakult products.

While these campaigns celebrate Yakult’s rich heritage, the brand is also evolving its door-to-door service with the iconic "Yakult ladies", blending human interaction with a new phygital (physical-digital) experience. “Yakult has been part of people’s lives for the past 90 years,” said Hiroki Yanase, managing director of Yakult Malaysia.

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“For many, it is a taste of childhood that continues into parenthood. With this anniversary, we asked ourselves: how do we continue being part of that story in a way that feels natural and relevant?” The answer, he told A+M, was not reinvention but renewal, building on the trust and familiarity that Malaysians associate with the Yakult ladies.

For decades, Yakult ladies have been more than delivery agents, acting as the human bridge of trust between the brand and consumers. Today, their visits are enhanced with a phygital layer, where receipts now include a QR code that directs customers to a lightweight mobile site where they can register, interact, and participate in gamified experiences tied to their Yakult purchases.

“They are the heart of Yakult,” Yanase explained. “The warmth of the interaction stays the same, but it gains a new layer of convenience that also uplifts customer retention.”

Behind the scenes, digital agency SKALE powers the platform to ensure smooth, scalable interactions and instant reward redemption, replacing previous paper-based processes. “Digital transformation is not about disruption for disruption’s sake,” said Yuet Whey Siah, CEO of SKALE. “Our role with Yakult was to make the digital journey effortless and respectful of what makes the brand so trusted. The Yakult ladies remain the face of the experience, and technology simply amplifies their impact.”

Privacy and trust remain central to Yakult’s approach. Every digital touchpoint is designed to be minimal, non-invasive, and consent-driven, allowing the brand to understand customer preferences while strengthening long-term relationships responsibly. “Innovation does not always mean reinvention,” said Yanase. “For us, it is about staying relevant without changing who we are. If it does not feel like Yakult, we do not do it.”

As Yakult looks toward its next 90 years, the Yakult ladies remain at the heart of the brand experience. Delivering not only bottles of probiotics but also care, trust, and a human connection that now extends seamlessly into the digital world. Yakult Malaysia first began its home delivery system in the country in 2008, supported by the Yakult ladies, who are independent distributor-agents.

The first Yakult ladies began making deliveries in Japan in 1963, bringing not only bottles of the cultured drink but also health information directly to customers’ homes and offices. These iconic figures have long served as the face of the brand, helping to educate the public on the benefits of Yakult while building personal connections with their communities.

From their origins in Japan, the role of Yakult ladies has grown into a global presence. According to Yakult's website, nearly 80,000 Yakult ladies now operate across 14 countries and regions, continuing to serve local communities and uphold the brand’s mission of promoting health through personal, doorstep interactions. Their efforts remain a cornerstone of Yakult’s legacy, helping to disseminate the value of the brand worldwide while maintaining the human touch that has defined it for decades.

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