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    "headline": "Häagen-Dazs Unveils 'Slow Luxury' Cruise-Themed Pop-Up Store in Seoul",
    "dek": "Häagen-Dazs opens a cruise-ship themed pop-up store in Seoul to promote its new 'Deliberately Rich' brand campaign.",
    "prose": "Häagen-Dazs Korea opened a pop-up store named 'The Häagen-Cruise' in Seongsu-dong, Seoul, on May 5, 2026, to promote its new global brand campaign. [^1]\n\nHäagen-Dazs opened a pop-up store, The Häagen-Cruise, at Corner Garden in Seoul's Seongsu district, staging a cruise-ship experience where visitors receive a passport, pass through a helm room and brand exhibition, and finish with an ice cream lounge. [^2]\n\nJang Jae-hyung, Senior Vice President of Marketing at Häagen-Dazs Korea, stated that the cruise theme was chosen to embody the concept of 'Slow Luxury' and to encourage consumers to enjoy the process of eating rather than just the destination. [^3]\n\nThe pop-up store features a design mimicking a cruise ship, including a captain's room, themed cabins with beds and robes, and a large 12-meter screen displaying an ocean view. [^4]\n\nThe store highlighted an upgraded 'Belgian Chocolate' flavor that uses raw materials with 72% cocoa content, resulting in a total cocoa content of 11.8% in the finished product. [^5]\n\nIn Häagen-Dazs said that whereas it proposed 'sweet specials' with stick bars last year, this year it is expanding 'slow luxury' across the brand experience, letting consumers happily tour the space, choose a taste, and compare flavors rather than sparsely in the ice cream. [^6]\n\nGuests choose a flavor by their taste, move through a space resembling a cruise cabin, and after completing missions get stamp in their passport to go to the downstairs lounge for tasting. [^7]",
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