In order to help more Chinese children to overcome their sedentary habits and embrace the "Joy of moving", Ferrero introduced the Kinder Joy of Moving to China in 2009, advocating an active lifestyle through various sport programs covering long-distance running, family marathons, football tournaments and tennis training in China's major cities, including Beijing, Shanghai and Guangzhou.
During the 2019-2020 Kinder Joy of Moving Season, the project brought escalating happiness to schools in a new approach which leveraged educational and fun moving games. Inspired by the Joy of Moving method, the games are designed to cultivate children’s abilities including physical fitness, motor coordination, cognitive function and creativity, to achieve comprehensive growth and development in the games. Parents also teamed up with their children in the games to experience a joyful parent-child moment. In addition, the project also expanded its footprint to west-central China for the first time, bringing the Joy of Moving to more children across the country.