Aice Group Strengthens Commitment to Youth Sports Development Through SenengMinton Festival 2025

In the midst of growing attention toward active and healthy lifestyles among younger generations, Aice Group once again takes part in supporting the SenengMinton Festival 2025, a badminton event designed for early childhood, particularly kindergarten and elementary school students.

For the second time, Aice is supporting the festival, which took place on June 23–24, 2025, at GOR Djarum Kudus, Central Java, joined by thousands of participants from both kindergarten and elementary schools. The festival provides an inclusive and enjoyable sports space for young generations. (15/7/2025).

Unlike last year, which was held in just one city, this year’s SenengMinton Festival is set to expand to four additional cities—Semarang, Solo, Purwokerto, and Magelang.

This expansion marks an important milestone in providing broader access for children to safe, fun, and affordable sports spaces.

Aice’s participation in this festival goes beyond presence on the court—it is part of a long-term commitment to strengthening the early-age sports ecosystem. Through this initiative, Aice aims to support the regeneration of Indonesia’s badminton athletes by providing opportunities for training and competition from an early age, while also building children’s self-confidence and competitive spirit.

Sylvana Zhong, Senior Brand Manager of Aice, emphasized that SenengMinton Festival embodies values aligned with Aice’s commitment to supporting a healthy, active, and joyful lifestyle from childhood. According to her, initiatives like this are crucial in shaping positive habits from an early age, especially through approaches that resonate with children’s world.

“The SenengMinton Festival reflects our commitment to creating a positive play space for children, where they can discover sports in a fun and engaging way. We believe that sports are not only about physical health, but also about building character—confidence, discipline, and the spirit to keep growing. By expanding the festival to more cities, we want even more children to have the opportunity to grow healthy, active, and ready to face future challenges,” said Sylvana.

Aice’s support is in line with the World Health Organization (WHO) 2020 guidelines, which recommend that children and adolescents aged 5–17 should engage in at least 60 minutes of moderate-to-vigorous physical activity daily, including at least three days a week of aerobic activities. Physically active children are proven to have stronger heart and lung function, better emotional regulation, improved coordination and balance, as well as healthier weight management.

Sports Packaged as Play

The SenengMinton Festival embraces a fun badminton concept—not as a formal competition, but as a community activity that combines basic technique training, team games, and healthy lifestyle education. Children are encouraged to play and get to know badminton in a relaxed and enjoyable setting, making sports a positive experience rather than a pressure.

Yuni Kartika, Head of PBSI Kudus, views this approach as a grassroots development effort with tangible impact:

“The journey of great athletes often begins with small moments like this. When children experience joy on the court, that’s when a love for sports—especially badminton—starts to grow. The presence of partners like Aice makes these spaces more widely available,” said Yuni.

Sports and Healthy Lifestyle Education

To add excitement to the festival, Aice also distributed thousands of its signature dessert, Mooochii Mango ice cream. With its chewy mochi skin and soft, refreshing mango ice cream filling, Mooochii Mango quickly became a favorite treat among children during the event.

In addition, winners of the activities received special Aice ice cream packages to take home and enjoy with their families—a delightful dessert that fits perfectly with moments of togetherness, without losing sight of a healthy lifestyle.

“We want children to understand that healthy living can be fun and felt through simple things. Through the SenengMinton Festival, we bring that message closer to their daily lives,” added Sylvana.

Consistent Support for Nurturing Young Talents

Aice’s commitment to youth sports development extends beyond SenengMinton. Since 2021, Aice has been running the annual “15 Hari Aice Berbagi Sehat” (15 Days of Aice Sharing Health) program, which actively contributes to the growth of community sports.

This program has supported various initiatives, ranging from early-age football talent scouting, development of young athletes in Wing Chun martial arts, to the construction of sports facilities such as a multi-purpose court at Pondok Pesantren Babussalam, North Lombok.

Through these initiatives, Aice consistently expands access for children to experience sports from an early age, while also contributing to long-term character building and healthy lifestyle habits.

The SenengMinton Festival is one of the first steps in preparing a generation that is not only physically healthy but also equipped with positive character and collaborative spirit fostered through community activities like this.

“We believe that building a golden generation requires more than just academic or sports achievements—it also takes consistent practice of healthy, active, and positive living. Through SenengMinton Festival and other programs we run, we want to be part of their growth journey,” Sylvana concluded.

 

Source : Pontianak.com