02 Intro
08 Editor's Letter
12 Comments
Haagen-Dazs found on Instagram
14 Opinions
Pel & Cole CEO Choi Ho-jun
18 Lineup
A look into the brand's journey through its products
30 My Taste
Representative products and usage experiences chosen by consumers
36 Opinions
Food Producer Sweets Bancho
40 Market
Haagen-Dazs targets various markets
44 Guilty Pleasur
People who enjoy Häagen-Dazs in a special way
62 Opinions
Kind Owner Chef Yoo Jeong-in
68 Menu
Häagen-Dazs reveals its true value as a dessert ingredient in restaurants and cafes.
78 Views from the Top
A brand with the super premium image of Haagen-Dazs
82 B's Cut
An image that captures the hidden quality of Häagen-Dazs
94 Brand Story
The Birth and Branding Strategy of Häagen-Dazs, a Premium Ice Cream for Adults
102 Advertising
Advertisements featuring images and copy that portray sexual pleasure
108 Taste of Trends
A glimpse into the food and beverage industry's major trends through the hotly-anticipated Haagen-Dazs product.
110 Quotes
Celebrities Talk About Häagen-Dazs
112 League
Marketing strategies of competing brands
114 Figures
Figures that confirm Haagen-Dazs' position in the ice cream market
116 Outro

Magazine <B> is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered from JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business ventures to those seeking to develop a sense of branding.


This is the forty-seventh issue of the magazine, “B.”

Häagen-Dazs is an ice cream brand that was founded in 1961 in the Bronx, New York, USA.
Because of the brand name that evokes someplace in Europe, it is easy to think of it as a European brand.
Reuben and Rose Matters, the founders of Häagen-Dazs, wanted Häagen-Dazs to be recognized as a brand with a European craftsmanship.
So they name their products with meaningless word combinations based on the pronunciation of the Danish language, a dairy powerhouse.
The brand name still arouses curiosity and evokes memories of somewhere in Europe to this day, so it served its purpose.


When Häagen-Dazs first came out, ice cream was a product mainly enjoyed by children.
But the founders wanted ice cream to be consumed a little more widely.
To achieve this, we will be launching three flavors of ice cream: vanilla, chocolate, and coffee, with increased fat content and no preservatives.
The price was much higher than that of existing ice cream, and it was a high-priced policy.
Since then, the company has continued to target adults by developing designs such as vinyl covers, package colors, and an advertising series with images linked to pleasure, and as a result, it has been able to shift its consumer base from 'children to adults'.
One user said, “It was like the Armani of the ice cream industry in the 1990s (when I first saw Häagen-Dazs).”


Häagen-Dazs's move has not only brought about business success.
Häagen-Dazs is not only a favorite snack for children at amusement parks but also a favorite food enjoyed with coffee in cafes. Today, it is often served in restaurants as a variety of dessert styles.
Additionally, it is not difficult to see people around you enjoying whiskey or espresso mixed with Häagen-Dazs in their own unique way.
Häagen-Dazs is establishing itself in the gastronomic world as one of the best food ingredients, like Intelligentsia or San Pellegrino.


The term "blue ocean," which refers to a new market with no competitors, does not necessarily refer to a business sector in which many people have not yet entered.
Even if it's the same type of business that already exists, if you can create a new consumer base by making small changes through different observations, that too is an act of creating a blue ocean.
That is how Haagen-Dazs expanded the possibilities of the 'ice cream business' itself.
This is why, rather than diligently chasing trends to achieve success, we need to look back at our current position.


It's interesting what the dessert chef said during the interview about the French people's unique approach to food.
“The reason they always insist on eating small amounts of food is because they have the calculation that ‘let’s eat only until we can taste it.’”
After three bites, your sense of taste becomes dull and you become less aware of the act of eating.
The same goes for dessert.
We hope that a scoop of Häagen-Dazs, light enough to savor the flavor after a meal and enjoyed with relaxation after a hard day's work, will add a little more satisfaction to life.

Editor-in-Chief Choi Tae-hyuk