[Report] A New 'Hierarchy' in Ice Cream... Kim Dongseon's Bold Move with Benson

Benson Unveils Production Facility for the First Time in Its First Year

Aiming for 100 Stores Next Year... Kim Dongseon's F&B Platform Expansion Accelerates

"There is a 'hierarchy of taste' even in ice cream. It all starts with the most basic ingredient, milk, and whether you use raw milk or processed milk makes a fundamental difference."

On May 12, at the Benson production center in Pocheon, Gyeonggi Province, CEO Yoon Jinho defined the Korean ice cream market during the first-ever public unveiling of the production facility for 'Benson,' a premium ice cream brand operated by Hanwha Galleria's subsidiary, Veruscoop Creamery, one year after its launch. This is not simply about producing 'expensive ice cream,' but a declaration to change the paradigm of the domestic frozen dessert market.

Yoon Jinho, CEO of Veruscoop Creamery, is delivering a greeting at the Benson Fortune production plant on the 12th. Photo by Kwon Jaehee

On one side of the production line, Hanwha Robotics' collaborative robots were busily at work, while a staff member checked the condition of ingredients and equipment behind the robot. This scene was markedly different from the typical labor-intensive atmosphere found in standard factories. Namgoong Bong, head of the Benson production center, explained, "We have automated the process so that one person can do what normally takes four people," adding, "To achieve the same production volume, a conventional factory would require 20–30% more space, but we have also realized space efficiency."

The industry sees this as another bold move by Kim Dongseon, Executive Vice President and Head of Future Vision at Hanwha Galleria and the third son of Hanwha Group Chairman Kim Seungyeon. Previously, Executive Vice President Kim introduced the American hamburger brand Five Guys to Korea, elevating it to the ranks of 'line-up burgers,' and subsequently realized hundreds of billions of won in profit through its sale. At the time, both industry insiders and outsiders analyzed that rather than a simple withdrawal, this was a case of raising brand value and then reallocating resources to the next venture. If Five Guys was a project to successfully localize a foreign brand in Korea, Benson is much closer to a 'Hanwha-style premium F&B platform.' This is because Benson is the first in-house brand that was directly designed from product planning and production to branding and spatial experience.

Hanwha Galleria's subsidiary, Veruscoop Creamery's Pocheon factory, has implemented Hanwha Robotics collaborative robots into the production line to achieve production and space efficiency. Hanwha Galleria

In fact, it is already well known in the industry that Executive Vice President Kim has been personally involved in developing product flavors, store design, and concept planning since the brand's launch. During the Q&A session, CEO Yoon stated, "Executive Vice President Kim Dongseon still provides continuous feedback on taste and quality as if he were one of our customers." The menus he is said to favor most are 'Pure Maple Vanilla Bean' and 'Dark Choco Brownie.'

Benson's core strategy is 'in-house production.' CEO Yoon said, "After starting the business as a TFT within Hanwha Galleria in April 2023, we determined that in order to achieve 'overwhelming taste and quality,' we needed our own production facilities." Over the next two years, they established the Pocheon production center.

Comparison of the weight of Benson's ice cream (left) and other brands' ice cream (right). Despite having the same volume, the weight difference is significant due to overrun (air content). The lower the overrun, the higher the density. Photo by Jaehee Kwon

The factory sets itself apart in three ways: 'raw milk, multi-flavor, and automation.' First, there is the 'RAW milk' facility, which sources raw milk directly and conducts in-house pasteurization. Benson uses domestically sourced raw milk and cream instead of processed milk. CEO Yoon commented, "There is a kind of 'hierarchy' even in the ice cream market, and it all starts with whether you use raw milk or processed milk." In fact, Benson has raised its milk fat content to as high as 17%.

Considering that typical premium ice cream has a milk fat content in the low to mid-10% range, Benson's level is remarkably high. Meanwhile, the overrun (air content) has been reduced to around 40%. The lower the overrun, the denser the texture and the richer the flavor.

The second feature is a multi-flavor production system. Benson is equipped to produce about 20 different flavors, with facilities that allow precise control over topping size and quantity, as well as the ratio of mixed flavors. On site, equipment for evenly mixing ingredients and automatically adjusting topping amounts operated continuously.

Most notable, however, is the level of automation. The Pocheon factory has introduced Hanwha Robotics' collaborative robots to the production line, establishing a one-stop production system from raw milk processing to manufacturing and packaging, thereby maximizing production efficiency. This is not just about making 'premium ice cream'—it is a realization of Hanwha's recent strategy of merging technology and lifestyle, even within an ice cream factory.

Hanwha Galleria's subsidiary Veruscoop Creamery revealed the Pocheon production base for the first time, one year after opening Benson. Photo by Kwon Jaehee

Benson made its market debut last May by opening its first store, 'Benson Creamery Seoul,' in Apgujeong Rodeo. In the basement, they created a pilot production line scaled down to one-twentieth the size of the Pocheon factory. While the Pocheon factory serves as the mass production hub, the Apgujeong store doubles as a laboratory. The strategy is to let consumers experience not just the ice cream, but also the production and research & development (R&D) process itself.

The pace of expansion is also accelerating. Last year, Benson operated eight stores mainly in department stores and shopping malls, but this year it has expanded into road shops in areas such as Sillim and Hwagok. Currently, there are 15 stores in operation, and by early July, that number is expected to rise to at least 21. Hanwha Galleria is aiming to reach 100 stores by next year.

Benson plans to maintain direct management for the time being. CEO Yoon said, "We have already received franchise inquiries, but for now, we intend to stick with direct management," adding, "Until our brand recognition is firmly established—not only for taste and quality but also for the completeness of the customer experience—we will focus on direct operations."

Benson's fat content reached up to around 17%, significantly higher compared to other companies' levels in the low to mid-10% range. This feature allows it to deliver a dense and rich flavor. Photo by Kwon Jaehee

Opinions in the market are divided regarding Benson's chances of success. The domestic premium ice cream market has proven challenging, with foreign brands like Halo Top and Cold Stone withdrawing one after another. However, Benson's strategy is to transform the market itself through 'experiential consumption' and differentiated quality. CEO Yoon said, "Just as the coffee market, once centered on dabangs (traditional Korean coffee shops), was completely changed by Starbucks, I believe the ice cream market can be transformed as well."

This content was produced with the assistance of AI translation services.