Founded in 1961 in Bronx, New York, Häagen-Dazs has generated a lot of ink over the years with its Northern European-inspired naming strategy. Founders Reuben and Rose Mattus, husband and wife, hoped the company would be associated with the artisan spirit of old Europe. The compound word “Häagen-Dazs” doesn’t mean anything but is supposed to sound Danish, as Denmark is renowned for its dairy products. As the brand name continues to arouse consumer curiosity and is often assumed to be European, it seems the company nomenclature has been successful. Its creamy texture and deep flavours catapulted the brand to the ice cream of choice for leading restaurants, cafes, airlines and hotels. Hooking its marketing strategies into the sensuous and hedonistic qualities of ice cream, Häagen-Dazs has made a name for itself as a guilty pleasure for adults.

“There’s no doubt that it was a pioneer in the area of premium cup ice cream. I think that in terms of branding, it has no real rivals. And while the brand wasn’t created in Japan, I’m not exaggerating when I say that it’s synonymous with Japanese taste. You’re sure to see Häagen-Dazs ice cream at least once a day on the street or on social media.”

- Sweets Bancho, Food producer

“Ice cream is not just about texture. When used to create a contrast in temperature, it really packs a punch. A good example is the chocolate fudge brownie on our menu. A single scoop of Häagen-Dazs ice cream atop a warm fudge brownie — it’s a sublime match. The simplicity of Häagen-Dazs vanilla ice cream also balances out the sweetness of the fudge.”

- Jungin Yoo, Chef-owner of Kind