Ice cream so good

Baskin Robbins in Korea: How 31 Flavors Became a Local Favorite When Baskin Robbins first arrived in South Korea back in 1985, it wasn’t just selling ice cream. It was selling the promise of choice. For many Koreans, the idea of walking into a brightly lit shop and choosing from 31 different flavors felt refreshingly new, even a little luxurious. Over the past 40 years, that novelty has turned into something closer to affection. Ask anyone who grew up here and they’ll probably have a Baskin Robbins memory: birthday cakes in those iconic pink boxes, seasonal flavors that came and went, or late-night runs for a scoop of something sweet. A Landmark Anniversary This year, Baskin Robbins Korea is celebrating its 40th anniversary. But the company isn’t content to just look back. Under its new slogan, “ICET” (Innovation, Collaboration, Experience, Trend), it is trying to show it still knows how to keep up with the times and with its customers. That effort is visible in the way the brand has expanded and evolved. There are now hundreds of Baskin Robbins shops across the country, many of them operated by SPC Group, which has overseen the brand’s local growth since the 2000s. A Premium Twist in Cheongdam dong One of the clearest signs of that evolution is Baskin Robbins Brown, the upscale flagship store in Cheongdam dong. If the original shops were about fun and variety, this one is about sophistication. It offers 100 flavors, far beyond the classic 31, and feels more like a stylish dessert café than a typical ice cream parlor. Designed with international help from Pentagram, the store caters to customers looking for something special, whether it is an adventurous new flavor or just a beautiful place to sit and enjoy it. Innovation (and Some Missteps) Baskin Robbins Korea has also tried to push boundaries in more unexpected ways. In 2024, it launched an AI powered R&D lab in Seoul, the “Workshop by Baskin Robbins.” The lab uses big data and artificial intelligence to dream up new flavors like Wasabi or Green Tea Earl Grey that get small batch tested in stores before wider release. The company even experimented with unmanned 24 hour stores called “Flow,” where customers could buy ice cream without any staff. It was an ambitious idea, and while it generated buzz, the concept didn’t take off. By late 2024, most of those stores had closed, reflecting the reality that not every tech forward idea finds its audience. Meanwhile, overall sales also faced a dip, from ₩585.9 billion in 2022 to ₩496.7 billion in 2023, a reminder that even the most established brands have to keep fighting for relevance. Still a Staple Yet despite these challenges, Baskin Robbins remains deeply woven into everyday life in Korea. It is a place to celebrate birthdays, try new things, or just treat yourself after a long day. The brand’s journey here has been about more than ice cream. It is a story of how a foreign brand can become thoroughly local, adapting to new generations while staying true to the simple joy of picking out a scoop (or three) of your favorite flavor.