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] Häagen-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] Jang 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] The 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] The 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] In 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] Guests 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]