Kakao and Häagen-Dazs have collaborated to release the Häagen-Dazs ice cream cake Real Blanc (hereinafter referred to as Häagen-Dazs Real Blanc) as an exclusive product for KakaoTalk Gifts. The exclusive KakaoTalk Gifts product is a specially planned and operated product for KakaoTalk Gifts users. The cumulative sales of Häagen-Dazs Real Blanc, released in 2021, amount to 1.6 million units.
Currently, Häagen-Dazs Real Blanc is ranked 2nd in sales among KakaoTalk Gifts, making it a popular gift item. Häagen-Dazs is the second most consumed brand after Baskin-Robbins, which is the number one premium ice cream brand in the country. With a taste that is already guaranteed, it has gained the current popularity due to the addition of something special. The secret to its popularity lies in the "Häagen-Dazs Real Blanc cutting review meme."
A meme refers to content that is trending online. It encompasses the trends and derivations of various cultures that spread on internet communities or social networking services (SNS), as well as all elements of such creations or works. Among over 20,000 reviews of Häagen-Dazs Real Blanc, about 7,500 include certification photos and videos.
Häagen-Dazs Real Blanc is delivered frozen to maintain its ice cream state without melting during delivery. Those who received this product tried to cut it with a plastic knife, thinking of any ordinary ice cream cake, but found it was impossible to cut. They photographed scenes where several people gathered around a single knife to cut Häagen-Dazs Real Blanc and also captured moments of cutting the cake with a kitchen knife. This created a shared understanding that it wasn’t just them who couldn’t cut the cake.
In reviewing the posts, a user identified as A used a heated Chinese knife to cut the cake and posted a certification photo of the knife stuck in the middle of the cake, stating, "It’s delicious, but even heating the Chinese knife didn’t cut it." Another user, identified as B, mentioned, "I saw reviews before ordering Häagen-Dazs Real Blanc and bought it trying to challenge myself," adding, "I thought, 'How difficult could it be?' but it was real." Other reviews continue to be posted with comments like "I thought I was different and could cut it," "It was a memorable and fun cutting experience," and "I was relieved to find out I wasn’t the only one who couldn’t cut the cake."
Industry insiders analyze that the popularity of Häagen-Dazs Real Blanc indicates that we have entered an era where memes turn into money. The "known fun" shared among those who enjoyed a trending meme in internet communities or SNS connects directly to product purchases. The fun captured in the reviews leads to a sensation of 'Should I try it too?' which further stimulates consumption.
A prime example of a product benefiting greatly from the meme trend is Samyang Foods’ spicy chicken noodle, which has gained global fame. A challenge video of eating spicy chicken noodles, initiated by the YouTuber "Korean Englishman," spread online like a meme, leading to curiosity and the current popularity.
An industry official stated, "Seeing foreigners struggle after just one bite created curiosity about how spicy it is, which led to the purchase of spicy chicken noodles." The meme portraying Binggrae products as characters recorded millions of views and shares on SNS while also positively impacting product sales. Additionally, the ‘micro croissant’ meme, which emerged as a food challenge, also translated into product purchases. Curiosity about the size of the croissant turned into consumption.
Kwak Geum-joo, a professor of psychology at Seoul National University, noted, "The desire to try the fun experienced while reading the reviews of Häagen-Dazs Real Blanc likely increased the purchase rate. The sense of community and bonding felt within the enjoyed meme has formed a cyclical structure that encourages the consumption of specific products."
Lee Eun-hee, a professor of consumer studies at Inha University, stated, "Products associated with memes ultimately stimulate people's curiosity. To quench that curiosity, one must purchase and experience it, leading directly to purchases. We have entered an era where memes turn into money."