Times Square Branch Launch... Sequential Rollout Across 56 Stores Nationwide
Menu Lineup Also Strengthened
Namyang Dairy Products announced on the 8th that it will undertake a full renovation of all stores to strengthen the brand of its premium ice cream and coffee brand, 'Baekmidang.' This is the first major refurbishment in 10 years since Baekmidang was launched in 2014.
Namyang Dairy Products plans to sequentially renovate 56 Baekmidang stores nationwide within this year, starting recently with the Baekmidang Times Square branch, followed by the Baekmidang main store, Gangnam 358 branch, Samcheong branch, and others.
Baekmidang's signature menu includes ice cream and lattes made with organic milk produced by clean farms. Seasonal menu desserts made with fresh seasonal ingredients such as watermelon, melon, persimmon, and strawberry are also very popular.
To strengthen Baekmidang's brand competitiveness, Namyang Dairy Products decided last October to separate and operate it as a separate corporation named 'Baekmidang I&C.'
This store renovation is being carried out with the purpose of providing customers with a consistent brand experience. The plan is to apply a new BI (Brand Identity) to everything from the interior to all materials used, focusing on creating a unified atmosphere. A distinctive feature is the use of hanji (traditional Korean paper) to create a soft and warm ambiance.
The menu lineup will also be enhanced. Baekmidang will newly introduce Earl Grey milk tea made with its representative ingredient, organic milk. In the future, various menus using organic milk and Korean seasonal ingredients will be introduced. Additionally, tea and tea variation menus using rooibos, chamomile, peppermint, and others will be strengthened.
A Namyang Dairy Products official said, "To strengthen Baekmidang's brand competitiveness, we are continuously conducting research for new menu development as well as renovating Baekmidang stores nationwide," adding, "We will do our best to ensure efficient management and enhance competitiveness of Baekmidang."
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