26th store in Cheonho-dong forms 'triple hub' in eastern Seoul
Brand on track for 30 stores by year-end on back of strong early results
Competition heats up with Baskin-Robbins and Van Leeuwen in the mix
Benson, the premium ice cream brand under Hanwha Galleria, is pressing ahead with an aggressive store expansion — and competition across the ice cream industry is heating up along with it.
Benson opens its 26th store Thursday in Cheonho-dong, Gangdong-gu, Seoul. Together with its existing Dunchon and Hanam Misa locations, the new outlet completes what the company calls a "triple hub" in the eastern Greater Seoul area. Cheonho-dong sits at the heart of Gangdong-gu's commercial district, which serves a population of 500,000. The nearby Dunchon store draws on Olympicpark Foreon — the country's largest reconstruction complex — as its catchment area, while the Misa new town adjacent to Gangdong-gu is home to another large residential cluster.
The opening brings Benson one step closer to its target of 30 stores by year-end. In the second half of this year alone, the brand added eight locations: Mokdong, Seoul National University Station, Sohyeon, Wirye, Itaewon, Euljiro 3-ga, Dongbu Ichon and Cheonho Station. The company plans to continue expanding toward 100 stores next year and is also considering a shift to a franchise model.
Strong results at existing stores are underpinning the expansion push. The Mokdong store, which opened in July, posted cumulative sales of about 20 million won ($14,900) over its first three days — a weekend opening that drew queues before the doors even opened. The Daechi and Banpo branches, both located near hagwon-dense neighborhoods like Mokdong, have also performed well.
Launched in May last year, Benson has differentiated itself through premium domestic ingredients — locally sourced raw milk and cream, Korean acacia honey, and single-origin chocolate from Tanzania. The brand operates its own production facility in Pocheon and has expanded its online and offline reach through e-commerce channels including Coupang Inc, Kurly, Kurly N Mart and SSG.com, as well as delivery platforms Baemin and Coupang Eats.
Competition is intensifying. Benson is chasing established leader Baskin-Robbins while trying to stay ahead of newer entrant Van Leeuwen. In terms of store count, the gap remains wide: Baskin-Robbins had 1,713 locations as of the end of 2025, according to the Korea Fair Trade Commission. Van Leeuwen, the American premium ice cream brand brought in by Twosome Place in July this year, currently operates just three stores — at Gangnam Station, Shinsegae Gangnam and Sinnonhyeon Station.
Marketing is another front to watch. Benson has targeted younger consumers through collaborations with outdoor brand Helinox and idol group Hearts2Hearts, as well as a promotional event tied to the Seoul concert of singer-songwriter Benson Boone, who shares the brand's name. Synergies within the Hanwha group — including a presence at the Hanwha Pompidou Centre in the 63 Building and an ice cream truck at the Hanwha Fireworks Festival — add another edge. Baskin-Robbins has signed actor Park Ji-hoon as its brand model and is continuing a collaboration with global character Monchhichi. Van Leeuwen is drawing attention with a vegan line and flavors drawn from its New York roots.
"Challengers keep coming for Baskin-Robbins' dominant position," an industry official said. "Above all, building a solid foundation through rapid store expansion in the early launch phase will be key."
spa@heraldcorp.com
