Hee Soo Hur Unveils Baskin Robbins' 40th Anniversary Brand Innovation Strategy
Dong Seon Kim Launches "Benson": A Brand Embodying Honesty and Trust
Third-generation chaebols who have made their mark in the premium dining sector have crossed paths once again, this time in the ice cream market. The key figures are Hee Soo Hur (47), Vice President and second son of SPC Group Chairman Young In Hur, who leads Baskin Robbins, the top brand in Korea’s ice cream market, and Dong Seon Kim (36), Executive Vice President of Hanwha Galleria and third son of Hanwha Group Chairman Seung Youn Kim, who is launching a new brand called “Benson.” After previously competing in the premium burger segment, they are now set for a second round in the dessert market.
According to the food service industry on May 15, SPC Baskin Robbins opened its “Cheongdam Branch,” a next-generation strategic store in Cheongdam-dong, Gangnam-gu, Seoul, and began a brand transformation. Benson, led by Dong Seon Kim, will open its first location on May 26 in Apgujeong Rodeo, Seoul.
Hee Soo Hur’s “I.C.E.T”: Proposing Experiences Beyond Ice Cream
To mark the 40th anniversary of Baskin Robbins’ entry into the Korean market, Vice President Hee Soo Hur unveiled a new brand vision, “I.C.E.T.” This strategy stands for Innovation, Collaboration, Environment, and Technology, and aims to strengthen the brand experience and sustainability beyond just products.
Hur reflected, “When we opened our first store in Myeong-dong in 1986, the only ice cream flavors available in Korea were strawberry, chocolate, and vanilla. Introducing 31 flavors through Baskin Robbins was a cultural event that liberated customer preferences.” He emphasized, “For the next ten years, we will evolve into a brand that offers not only delicious products but also experiences, technology, and values.”
The Cheongdam Branch serves as an experimental store to implement Baskin Robbins’ new strategy. It features the “Omija Orange Sorbet,” developed using artificial intelligence (AI) technology, and the “Dessert Terrace,” where customers can observe desserts being made in-store. Exclusive menu items for the Cheongdam Branch, such as “Mochi Live” and “Pocket Monaka,” were also introduced.
Baskin Robbins has also launched new products, including the premium “Deep Collection” line and the functional “Leslie Edition.” The Deep Collection features about 16% higher milk fat content and uses organic milk for richer flavor, with “Chocolate Fudge Brownie” and “Raspberry Cheesecake Cookie” as signature items. The Leslie Edition has reduced sugar and calories by an average of 39% and 45%, respectively, compared to existing popular products.
AI technology is utilized throughout the product development process. Generative AI, such as Google’s Gemini and OpenAI’s ChatGPT, is used to plan flavor combinations, and SPC’s customer data is analyzed to derive optimal flavors. The Cheongdam Branch has also introduced the “Flavor ID,” an AI survey-based recommendation system. Hur stated, “Personalized brand experiences will be the core competitive edge going forward.”
Dong Seon Kim’s Benson: A Premium Challenge
Hanwha Galleria, led by Dong Seon Kim, will officially launch the premium ice cream brand Benson in Apgujeong Rodeo, Seoul, on May 26. Benson, which embodies the values of “Honesty” and “Trustworthy,” aims to offer premium ice cream that anyone can enjoy without burden. Production has begun at a new factory in Pocheon, Gyeonggi Province.
Kim drew attention in 2023 by bringing the American premium burger brand Five Guys to Korea. The launch of Benson is seen as a strategy to expand the company’s food service portfolio into desserts and increase consumer touchpoints. As a new brand, Benson is focusing on diversifying choices in the premium ice cream market rather than directly competing with Baskin Robbins, which operates 1,748 stores nationwide.
Last year, Baskin Robbins maintained its top position in Korea’s premium ice cream market, recording sales of approximately 550 billion KRW at stores nationwide. This is a significant lead over second-place Haagen-Dazs (about 87.7 billion KRW). Regarding Benson’s entry, Hur commented positively, “With more brands, consumers have more choices, and it will serve as motivation for Baskin Robbins to continue improving.”
Meanwhile, Shake Shack, the American premium burger brand introduced to Korea by SPC in 2016, recorded sales of 106.5 billion KRW last year at 31 locations nationwide. Hanwha Galleria’s Five Guys earned 46.5 billion KRW from seven stores last year.
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