Lotte Wellfood has announced that global soccer sensation Son Heung-min will be the new face of their iconic ice cream brand, World Cone.
The company believes Son’s world-class influence and tireless energy, which have won hearts not just in Korea but across Europe and the United States, perfectly align with the brand’s aspirations. They’re banking on the synergy between World Cone’s enduring success and Son’s positive image to create a powerful impact in the market.
Mark your calendars for the 23rd, when Lotte Wellfood will drop a fresh digital ad campaign starring Son. To kick off their marketing blitz, they’re also launching a major consumer event with some seriously sweet prizes up for grabs. Fans can catch the new ad spots on YouTube, Instagram, and other major platforms.
World Cone has been a beloved staple in the frozen treats aisle for nearly four decades since its 1986 debut, earning it the moniker “national ice cream.” It shot to the top of the ice cream cone market by 1988, just three years after launch, and in 2025, it claimed the crown as the best-selling ice cream across all categories. Industry insiders hail its innovative design – featuring peanut topping and chocolate drizzle – as the gold standard for ice cream cones.
“We’re thrilled to team up with Son Heung-min, a true global icon, to take World Cone to new heights,” a Lotte Wellfood spokesperson enthused. “Get ready for some exciting developments as this powerhouse brand joins forces with a world-class athlete. We can’t wait to share what’s in store!”
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