“Kim Dong-seon, vice president of Hanwha Galleria, gave feedback while tasting ice cream from the development stage of 20 varieties. We completed it by reflecting all of this.”
Oh Min-woo, CEO of Verus Scoop Creamery, noted on the 19th during a press conference for the opening of the first store of 'Benson' located near Apgujeong Rodeo Station in Gangnam, Seoul, that “Vice President Kim also provided input on the brand direction that Benson will take in the future.” Benson is a premium ice cream brand launched domestically following the premium handmade burger brand 'Five Guys,' introduced by Kim Dong-seon (36), vice president of Hanwha Galleria. Vice President Kim is the third son of Kim Seung-yeon, chairman of Hanwha Group.
Verus Scoop Creamery is the operator of the premium ice cream brand Benson. Hanwha Galleria participated in a capital increase of 3 billion won (60,000 shares) for its subsidiary, Verus Scoop Creamery, on the 13th. After the investment, Hanwha's equity stake in Verus Scoop Creamery became 100%.
◇Hanwha Galleria's own brand 'Benson'… ice cream without artificial emulsifiers
According to Verus Scoop Creamery, 'Benson Creamery Seoul (hereafter Benson No. 1 store)' will officially open on the 23rd. Benson is a subsidiary and own brand of Hanwha Galleria. The company stated that it has no relation to the American ice cream brand 'Benson.' Oh noted that “the name uses an American-style name, meaning it aims for American-style ice cream, just as gelato is synonymous with European ice cream,” and added that “it took about two years to research with leaders who have experience in ice cream production and to establish an in-house production factory system.”
The intrinsic value of ice cream that Benson aims for is 'memories.' It means to provide happy memories of enjoying ice cream that combines taste with a transparent selection and manufacturing process based on honesty and trustworthiness as its foundational assets. The brand slogan is also defined as 'Freeze the Moment' for this reason. To achieve this, a production plant is being built in Pocheon, Gyeonggi-do, and ice cream production recently began.
All 20 flavors of ice cream introduced by Benson use domestic dairy products. The cream content has been increased to a maximum of 17% to enhance the flavor. This is higher than the cream content of about 10%. The air content has also been reduced to as low as 40%, resulting in a denser texture. Notably, Benson does not use artificial emulsifiers that make ice cream creamy, instead using only the ingredients derived from nature.
The ice cream is composed of a total of three lines (20 flavors): classic (four varieties) that emphasize the natural taste of the ingredients, signature (14 varieties) with various toppings added, and limited seasonal menu (two varieties).
Benson serves only one menu item in a cup to prevent mixing of different flavors. The price for a single cup (1 scoop, 100g) is 5,300 won, which is considered expensive. In response, Oh stated, “We worked hard to create a product worth its price,” adding, “While one might see the price as premium and expensive, customers will surely feel that it is worth it.”
◇Experience making 'my own ice cream,' tasting, and pairing desserts and beverages
Benson's first store consists of three floors from the basement to the second floor. With a dedicated area of 795 square meters (approximately 241 pyeong), it is designed to accommodate 142 people enjoying ice cream. Notably, the name 'Creamery' reflects the characteristics of the store, which allows customers to see the ice cream production process and create 'my own ice cream.'
The basement level one features an experiential space called 'Creamery Lab' where visitors can see ice cream equipment and the manufacturing process, as well as 'My Scoop Studio,' a space where customers can select ingredients and make and package their own ice cream. My Scoop Studio operates on a paid reservation basis.
The 'Scoop Shop' on the first floor sells ice cream, and all ice creams can be tasted. In the freezer, in addition to ice cream, gift boxes (three varieties) and ice cream cakes (five varieties) are also on display.
On the second floor, the 'Tasting Lounge' presents premium dessert menus in collaboration with chef Justin Lee. Justin Lee is the first Korean chef to win an award at the French culinary awards 'La Liste' last year. Chef Justin Lee stated, “We also plan to prepare 'pairing desserts' or pairing champagne and wine that go well with Benson ice cream,” adding, “We will continue to create new menu items like ice cream sandwiches for children.”
◇Location considering synergistic effects with Five Guys and Galleria department store
Verus Scoop Creamery plans to open more than 10 stores and pop-up stores this year, starting with this first store. It appears that there is also a strategy for entering locations with synergy effects in mind, such as Galleria Luxury Hall and Five Guys.
Benson's first store is located in the building next to the Five Guys Apgujeong branch. Both buildings are owned by Hanwha Galleria, which purchased them for about 895 billion won in 2023. Oh stated, “We expect synergy effects with Five Guys or Galleria Luxury Hall in the Apgujeong area,” but added, “It doesn't mean we will definitely open near a Five Guys or Galleria Luxury Hall. There are no such plans.”
In response, a representative of Hanwha Galleria noted, “We are showcasing food and beverage (F&B) content that couldn’t be accommodated within the Galleria Luxury Hall through our brand,” and added, “We are also exploring ways to link Galleria department store customers with F&B brands.”
Notably, since Benson is a new brand challenging the domestic ice cream market, it is focused on diversifying options in the premium ice cream market rather than directly competing with the number one brand 'Baskin-Robbins,' which has 1,748 stores nationwide. Baskin-Robbins is led by Heo Hee-soo (37), the second son of Heo Young-in, chairman of the SPC Group.
Oh noted that “the brand direction of Benson proposed by Vice President Kim, the intrinsic value of ice cream, experiences, and so on will guide our product offerings,” mentioning, “We will not engage in marketing strategies that seek to respond to competition with specific brands or launch products solely for that purpose.”