Betterscoop Creamery, the ice cream business subsidiary of Hanwha Galleria, said Tuesday that it will officially launch its new ice cream brand, Benson, in May.
Industry insiders see Hanwha Galleria Vice President Kim Dong-seon's entry into the premium ice cream market as a natural extension of his success in introducing the Five Guys burger franchise to Korea in 2023.
Strengthening its food and beverage portfolio further, Hanwha Galleria acquired the US-based robotic pizza brand Stellar Pizza in March last year. In September, Kim led the acquisition of Korean beverage manufacturer Pureplus, and soon after decided to establish the ice cream business as a separate corporation under the name Betterscoop Creamery.
According to the company, the name Benson — a common personal name in the US — was chosen for its associations with “honesty” and “trustworthiness,” reflecting the brand’s core values.
All Benson products are made using milk and cream sourced locally from Korea, with the goal of delivering a denser texture and richer flavor. The use of premium ingredients, such as Korean acacia honey and rare single-origin Tanzanian chocolate, further differentiates Benson from its competitors, the company explained.
The first Benson store will open in Apgujeong Rodeo, a posh neighborhood in Seoul’s Gangnam district known for its trendy restaurants and curated retail shops. Its proximity to both the Galleria Department Store and the Five Guys Apgujeong location is expected to create synergy among Hanwha’s affiliated businesses.
This mirrors the strategic approach used for Five Guys, which targeted expansion into major commercial districts across Seoul and the greater capital region, including Banpo, Seoul Station, Yeouido and Pangyo.
Ahead of Benson’s official debut, Betterscoop Creamery finalized the construction of a dedicated ice cream production facility in Pocheon, Gyeonggi Province, which began operations this month.
“With so many trend-conscious and socially active young consumers in the area, we believe Apgujeong Rodeo is the ideal location to showcase Benson’s unique identity,” a Betterscoop Creamery official said. “We’ve focused on maximizing the natural qualities of each ingredient to craft flavors that stand out.”
Meanwhile, the Korean ice cream market has traditionally posed challenges for new entrants, with most brands struggling to rival early market leader Baskin-Robbins.
Natuur, a premium brand from Lotte Wellfood, once seen as a strong challenger to Baskin-Robbins, saw its number of stores decline from 51 in 2021 to just 25 in 2023.
Cold Stone Creamery, brought into Korea by CJ Foodville, exited the market in 2015 — nine years after its debut — while Shinsegae Food's Oslo now maintains only a minimal presence, with six locations as of last year.
hykim@heraldcorp.com
