Premium ice cream brand Benson said on the 28th it will unveil new products and merchandise created in collaboration with NMIXX, an idol group under JYP Entertainment. This is Benson's first time launching new products in collaboration with a prominent artist.
Benson is a premium ice cream brand introduced in-house by Verascoop Creamery, a subsidiary of Hanwha Galleria. Kim Dong-sun (36), executive vice president overseeing the future strategy at Hanwha Galleria, introduced it in Korea following premium handmade burger brand Five Guys. Kim is the third son of Hanwha Group Chairman Kim Seung-youn.
Benson's new flavor Blue Valentine is available only at the Apgujeong flagship (Benson Creamery Seoul). The sales period runs from Oct. 3 to 31. Timed to the Oct. 13 release date of NMIXX's first full-length album, the aim is to target both the fandom and general customers.
The name of the new product, Blue Valentine, was inspired by NMIXX's album title. The album's signature color, blue, and album keywords such as "love, collision, Bittersweet" were reflected in the flavor and ingredient combinations.
The new product is served in exclusive cups featuring the faces of NMIXX members. In particular, customers who visit the store and take part in a social media (SNS) event during the promotion will receive a "pin badge." Merchandise includes: ▲ a Benson plush + NMIXX keyring set, ▲ a hand-drawn sticker pack created by NMIXX members, and ▲ random photo cards. A "Benson plush + keyring set" that includes NMIXX autographs is available for purchase in-store.
In addition, those who join the paid ice cream-making experience event at the basement level 1 My Scoop Studio, decorated as an "NMIXX zone," will receive: ▲ a gift box containing the ice cream they made, ▲ an NMIXX random photo card, ▲ a hand-drawn sticker pack, and ▲ an instant photo voucher.
At the tasting lounge on the second floor, the store will sell an "NMIXX set" consisting of desserts and drinks made with the Blue Valentine flavor, plus a keyring. Customers who purchase the "NMIXX pick set," personally selected by NMIXX members, will receive a random photo card.
A Verascoop Creamery official said, "With this collaboration, we have been able to showcase Benson's new possibilities to many customers, including NSWERs (the NMIXX fandom name)," and added, "We will continue to collaborate with a variety of artists so customers can experience what makes Benson special."