Son Heung-min Joins Lotte Wellfood as World Cone’s Brand Ambassador: What This Means for Ice Cream Lovers

【Baby News Reporter: Son Jang-seop】

In the newly released campaign images, Son dazzles with his trademark radiant smile, exuding a cool charm while sporting a red soccer jersey that cleverly nods to World Cone’s signature hue.

The confectionery giant sees Son’s world-class appeal and tireless energy, which have won him fans from South Korea to Europe and the United States, as perfectly aligned with the brand’s ethos. They’re banking on a powerful synergy between World Cone’s long-standing market dominance and Son’s overwhelmingly positive public image.

A fresh digital ad campaign starring Son is set to drop on the 23rd, accompanied by a major consumer sweepstakes with lavish prizes, kicking off an aggressive marketing blitz. The ad spots will hit major platforms including YouTube and Instagram.

Since its 1986 debut, World Cone has reigned as South Korea’s beloved “national ice cream.” It clinched the top spot in the ice cream cone market by 1988 and is projected to lead overall ice cream sales by 2025. Its groundbreaking design – an ice cream cone topped with peanuts and chocolate – has become the industry gold standard.

The brand has also made waves with its savvy sports marketing, leveraging global sporting events and partnering with elite athletes to create buzz-worthy campaigns.

Lotte Wellfood is doubling down on quality and sustainability too. A 2022 product revamp saw milk and vanilla content doubled for maximum flavor impact. They’ve also earned eco-cred by sourcing Rainforest Alliance-certified vanilla, supporting sustainable farming practices that protect nature and benefit farming communities.

“Partnering with Son Heung-min, a true global icon, will take World Cone to new heights,” a Lotte Wellfood spokesperson enthused. “We’re thrilled for fans to see what happens when a national treasure brand teams up with a world-class athlete.”

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