The premium ice cream brand Van Leeuwen from New York has made its debut in South Korea. Two Some Place plans to expand its premium dessert portfolio with Van Leeuwen and accelerate its growth as a global multi-brand company.
On July 2, Two Some Place held a media briefing at its Central Gangnam location to celebrate the opening of Van Leeuwen's first store in South Korea, unveiling the brand's story and business strategy. Ben Van Leeuwen, co-founder and CEO, attended the event to share the brand's philosophy.
Founded in 2008 in Brooklyn, New York, Van Leeuwen began with a single ice cream truck. It has since grown into a leading premium ice cream brand in the U.S., operating over 100 company-owned stores and being available in more than 10,000 retail locations.
Van Leeuwen emphasizes its slogan, "Happiness Has Flavor," using only pure natural ingredients such as egg yolks, milk, cream, cane sugar, and salt. The brand highlights its healthy manufacturing process, avoiding artificial colors and chemical additives.
Ben Van Leeuwen stated, "We have adhered to the philosophy of making the best ice cream with the best ingredients for 20 years. We will continue this same philosophy in Korea that we started in the U.S. 20 years ago."
Earlier this year, Van Leeuwen confirmed its launch in South Korea by signing a master franchise agreement with Two Some Place. The first store, located next to the Central Gangnam location, will officially open on July 3.
The flagship store features a soft butter tone inspired by Van Leeuwen's signature vanilla flavor. The interior design is reminiscent of the brand's origins with an ice cream truck, allowing customers to experience the feel of ordering directly from a New York street vendor.
Following the opening of the first store, Two Some Place has already scheduled openings for its second and third locations. The second store will be at Shinsegae Department Store in Gangnam, while the third will be near Sinnonhyeon Station. Initially, the focus will be on introducing New York-style scoop culture to Korean consumers rather than expanding the number of locations.
The store will offer a total of 24 flavors, including signature options like vanilla bean, Sicilian pistachio, Earl Grey tea, mint chip, and brown sugar cookie dough brownie. All products sold in Korea are directly imported as finished products from the U.S. factory, ensuring the same taste and quality as in American stores. Future plans include testing new flavors through a "Flavor Lab" and developing flavors tailored to the Korean market.
Prices are set at 5,500 won for a single scoop, 6,500 won for a double scoop, and 9,500 won for a triple scoop. Pints and quarts are priced at 15,500 won and 27,500 won, respectively. Upgrades for waffle cones and additional toppings are each 1,000 won. In addition to ice cream, three types of milkshakes made with milk and ice cream and four types of sundaes will also be available.
Kim Shin-young, COO of Two Some Place, explained the pricing strategy, stating, "The single scoop price at U.S. scoop shops is about $8 to $9, but we have significantly reduced the price to below half that level to enhance accessibility for consumers in Korea."
With the launch of Van Leeuwen, Two Some Place aims to accelerate its expansion in the global food and beverage sector. Moon Young-joo, CEO of Two Some Place, remarked, "The launch of Van Leeuwen is an important starting point for Two Some Place to expand its business into the global market and become a global multi-brand company. We aim to grow into the most beloved global F&B platform for our customers."
* This article has been translated by AI.
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