Premium American ice cream brand Van Leeuwen has officially launched in South Korea, opening its first store near Gangnam Station in Seoul. The company aims to replicate its New York City scoop shop experience and introduce its unique brand of premium ice cream to Korean consumers.
Van Leeuwen’s Global Expansion Strategy
The launch marks a significant step for Two Thousand Place, the company that secured the master franchise for Van Leeuwen in South Korea earlier this year. Moon Young-ju, CEO of Two Thousand Place, expressed enthusiasm at the press conference held at the Central Gangnam branch on July 2nd. “We will faithfully implement Van Leeuwen’s philosophy of creating the best ice cream with the finest ingredients in Korea,” Moon stated. He emphasized that Van Leeuwen is a brand that possesses both outstanding product quality and a cultural sensibility representative of New York.
Moon further elaborated on the company’s vision: “We aim to offer Korean consumers a new premium ice cream experience and bring a fresh change to the domestic ice cream market.” This venture is seen as a crucial starting point for Two Thousand Place to expand its global business operations and establish itself as a global multi-brand enterprise that continuously develops world-class brands.
The Origins and Philosophy of Van Leeuwen
Van Leeuwen began its journey in 2008 as a single ice cream truck in Brooklyn, New York. Today, it operates over 100 directly managed scoop shops across the United States and distributes its products through more than 10,000 retail channels. Ben Van Leeuwen, co-founder and CEO of the brand, shared the company’s founding philosophy: “We started with the idea of making the best ice cream using only the best ingredients like cream, milk, eggs, sugar, and salt.” He expressed his delight in being able to extend this same philosophy to South Korea, mirroring the brand’s origins in New York two decades ago.
Ben Van Leeuwen believes that Korean consumers’ high culinary standards and creative culture are comparable to those of New York. “We plan to continuously introduce new ingredients and diverse flavors to the Korean market,” he added. This commitment to quality ingredients is Van Leeuwen’s primary competitive advantage.
Commitment to Quality Ingredients and Authentic Flavors
Kim Shin-young, Chief Operating Officer (COO) of Two Thousand Place, highlighted Van Leeuwen’s dedication to using high-quality, natural ingredients. “Van Leeuwen is a premium ice cream that does not use artificial colors or preservatives,” Kim explained. “We achieve a deep, rich flavor using only fundamental ingredients like egg yolks, milk, cream, cane sugar, and salt, all of the highest quality.” She assured that all products sold in Korea are imported directly from Van Leeuwen’s factories in the United States, ensuring the same taste and scoop shop culture experienced in New York.
The term “scoop shop” refers to a retail model where customers can directly sample and choose from various flavors. For its South Korean debut, Van Leeuwen is offering a selection of 24 flavors. Popular choices include “Vanilla Bean,” made with Madagascar Bourbon vanilla; “Sicilian Pistachio,” featuring pistachios from Sicily; “Earl Grey Tea”; “Mint Chip”; and “Brown Sugar Brownie.” The brand also offers four types of vegan ice cream made with ingredients like oats and coconut.
In addition to ice cream, Van Leeuwen is also serving American-style milkshakes. The pricing has been set competitively, with a single scoop costing 5,500 won, a double scoop 6,500 won, and a triple scoop 9,500 won. Kim COO noted that while a single scoop in the U.S. typically costs around $8-9, the Korean pricing was set to be more accessible, allowing a larger number of consumers to experience the brand.
Expansion Plans and Future Outlook
Following the Gangnam Station flagship store, Two Thousand Place plans to open two more locations in July: the second store at the Sweet Park section of Shinsegae Department Store’s Gangnam branch, and the third near the Sinnonhyeon area. Initially, the focus will be on building brand awareness and allowing customers to experience the product, rather than rapid store expansion.
“In the early stages, our priority is not to increase the number of stores quickly, but to ensure customers can properly experience the New York scoop shop culture,” Kim COO stated. “We are also considering opening stores in the future that incorporate a ‘Flavor Lab’ concept, where new flavors can be developed and tested directly in Korea.”
South Korea has been chosen as Van Leeuwen’s first entry point into the Asian market, and the company has high expectations for its role as a hub for future Asian business development. “The headquarters of Van Leeuwen views Korea as a market that leads Asian consumption trends,” Kim COO concluded. “Success in the Korean market will be a crucial foundation for expanding into Asia.”
