Ice Cream Cone Market Leader 'World Cone'... Targeting Summer Market with Model Kim Yeon-kyung

Four types of Lotte Cones by Lotte Confectionery. (Photo by Lotte Confectionery)

[Asia Economy Reporter Seungjin Lee] Lotte Confectionery's World Cone has selected volleyball player Kim Yeon-kyung as its advertising model, drawing attention in the heated cone market competition this summer. This is the first time a female sports star has been chosen as the main figure for the World Cone advertisement.

World Cone is a flagship star in the domestic ice cream market. Despite the overall difficulties faced by the snack market due to COVID-19 last year, World Cone was the best-selling product in the domestic cone market. It achieved sales close to 70 billion KRW (based on Nielsen) last year, maintaining its number one position in the cone market for about 20 years since 1996.

World Cone was launched in March 1986 and is celebrating its 35th anniversary this year. The total sales performance from its launch until the end of last year amounts to approximately 1.57 trillion KRW. When converted into units, this equals about 2.9 billion cones. If these cones were lined up, they would stretch about 652,500 km, which is enough to circle the Earth more than 16.3 times. World Cone has become a representative ice cream of Korea thanks to its differentiated design, taste, and quality maintained from its launch to the present.

World Cone develops and sells flavors each season that reflect consumer preferences. This year, it offers four varieties: the most popular and familiar Madagascar vanilla and chocolate, along with newly introduced Cookie & Cream and Camarosa Strawberry.

Meanwhile, sales of World Cone significantly increase from April to October. Lotte Confectionery plans to carry out various promotions mainly through social networking services (SNS) such as Facebook during this period. This year, the company aims to increase sales by double digits compared to the previous year through aggressive advertising marketing.