We will faithfully carry out the philosophy of making the best ice cream with good ingredients in Korea as well.
On the 2nd, Chief Executive Officer Moon Young-joo of A TWOSOME PLACE said at the "Van Leeuwen Korea launch press briefing" held at A TWOSOME PLACE Central Gangnam in Gangnam-gu, Seoul, "Van Leeuwen is a brand with outstanding product quality and the cultural sensibility that represents New York."
Moon said, "We will offer Korean consumers a new premium ice cream experience and bring fresh change to the domestic ice cream market."
A TWOSOME PLACE unveiled Van Leeuwen's domestic business strategy and plans to operate its first store that day. It is the first domestic store to open since signing a master franchise (MF) agreement with Van Leeuwen earlier this year.
Moon said, "This Van Leeuwen launch in Korea is an important starting point for A TWOSOME PLACE to expand its global business scope and to leap forward as a global multibrand corporations that continuously discovers world-class brands."
Van Leeuwen, which started its business in 2008 in Brooklyn, New York, with a single ice cream truck, is now a premium ice cream brand operating more than 100 company-owned scoop shops and some 10,000 distribution channels across the United States.
Co-founder and Chief Executive Officer (CEO) Ben Van Leeuwen introduced the founding philosophy, saying, "We started with the idea of making the best ice cream using only good ingredients such as cream, milk, eggs, sugar and salt," and added, "We are very pleased to be able to carry on in Korea the same philosophy we began with in New York 20 years ago."
He added, "I think Korean consumers' high culinary standards and creative culture resemble New York," and said, "We plan to continue introducing new ingredients and a variety of flavors to the Korean market."
A TWOSOME PLACE cited Van Leeuwen's ingredient-centered manufacturing philosophy as its greatest strength. Chief Operating Officer (COO) Kim Shin-young of A TWOSOME PLACE said, "Van Leeuwen is a premium ice cream that does not use artificial additives such as artificial colorings and stabilizers," and explained, "It delivers a rich flavor using only basic ingredients—egg yolks, milk, cream, cane sugar and salt—and top-quality materials and supplies."
Kim added, "Every product sold in Korea is imported exactly as produced at the U.S. factory," and said, "Consumers in Korea will be able to experience the same taste and scoop shop culture as in New York." Scoop shop means a format in which customers taste several flavors themselves and choose.
A total of 24 flavors will be introduced in Korea. Signature items include "Vanilla Bean," made with Madagascar bourbon vanilla; "Sicilian Pistachio," using pistachios from Sicily; "Earl Grey Tea"; "Mint Chip"; and "Brown Sugar Brownie." Four vegan ice creams using oatmeal, coconut and more will also be sold. In addition to ice cream, American-style desserts such as milkshakes will also be offered.
Prices were set lower than in the United States. A single scoop is 5,500 won, a double is 6,500 won, and a triple is 9,500 won.
Kim, the COO, explained, "In the United States, a single scoop costs $8 to $9, but in Korea we set a reasonable price so more consumers can experience it rather than focusing on profitability."
The store rollout strategy was also revealed. Starting with the first store at Gangnam Station that day, A TWOSOME PLACE plans to open the second at Shinsegae Department Store Gangnam's Sweet Park and the third near Sinnonhyeon Station in succession. All three stores will open in July. Initially, the policy is to focus on raising brand awareness through experience rather than aggressively expanding the number of stores.
Kim, the COO, said, "At first, we plan to focus on ensuring customers can fully experience New York's scoop shop culture rather than rapidly increasing the number of stores," and added, "We are also considering introducing a 'flavor lab' type of store that develops and tests new flavors directly in Korea in the future."
A TWOSOME PLACE also expects Korea to serve as a bridgehead for future Asian operations, as it was chosen as Van Leeuwen's first entry point in Asia. Kim, the COO, said, "Van Leeuwen headquarters also sees Korea as a market that leads Asian consumer trends," and added, "Success in the Korean market will be an important foundation for expansion in Asia."