Lotte Wellfood said on the 10th that it has selected soccer player Son Heung-min as the brand model for its flagship ice cream, World Cone.
Lotte Wellfood judged that Son Heung-min's "world-class" influence and tireless energy—beloved not only in Korea but across Europe, the United States, and the world—align with the brand's direction. Lotte Wellfood said it expects synergy from the steady consistency of World Cone, which has long held the top spot, and Son's positive image.
On the 23rd, it will release a new digital advertising campaign video featuring Son Heung-min. Alongside this, it plans to launch a large-scale consumer participation event and begin full-scale marketing promotions. The campaign video will be released on major platforms including YouTube and Instagram.
Since its launch in 1986, World Cone rose to No. 1 in the ice cream cone market in 1988, just three years later, and in 2025 it also ranked No. 1 in sales in the overall ice cream market.
A Lotte Wellfood official said, "We plan to promote World Cone more widely together with Son Heung-min, who is loved by global fans," adding, "Please look forward to and support the new steps to be unveiled as a national-team-level brand meets a world-class player."