Once a Dream, Now Just Dessert
Häagen-Dazs was once the go-to name for expressing love, status, and aspiration. But today, fewer young people are reaching for its familiar burgundy tubs. The brand has seen its stores in mainland China fall from 557 in 2019 to just over 260. In lower-tier cities, it’s virtually disappeared. Even in top cities, customers complain their Häagen-Dazs gift cards are increasingly hard to redeem.
The reason? A shift in values. Gen Z and millennial consumers care more about practicality, health, and value—and less about outdated luxury symbols.
A Price Tag No Longer Justifies the Prestige
Back in the '90s, a single scoop of Häagen-Dazs cost ¥25—almost a week’s food budget for many. It felt like an experience, not just a treat. But with more transparent pricing and rising domestic competition, many consumers began to ask: Why does this cost ¥40 in China, when it’s heavily discounted in the U.S.?
Meanwhile, Chinese brands like Chicecream, Snow King (MXBC), and even Maotai Ice Cream have captured attention with either affordability or bold innovation, completely reshaping the ice cream landscape.
Stuck in the Past While Others Moved Forward
Despite some attempts to modernize—such as launching cocktail-infused flavors and bright, neon-themed store designs—Häagen-Dazs still seems to lag behind more agile and trend-savvy newcomers. Health-conscious youth also reacted strongly to product controversies, such as the use of compound chocolate or reports of carcinogenic residues.
Everyone Wants to Replace Häagen-Dazs—But Few Can
Interestingly, many of Häagen-Dazs’s would-be rivals are also struggling. Chicecream, once its boldest challenger, is now facing bankruptcy rumors. Maotai Ice Cream has closed most of its outlets. Even global giants like Unilever are scaling back their ice cream operations.
Ultimately, consumers are simply recalibrating their expectations: ice cream should taste good and be reasonably priced. It’s not a luxury; it’s a seasonal comfort.
Conclusion: Häagen-Dazs’s Real Challenge Isn’t Its Price—It’s Its Relevance
Häagen-Dazs’s struggle is about more than pricing. It’s about failing to connect with a new generation that values transparency, innovation, and authenticity. In the age of 2-yuan cones that go viral, even a brand with decades of legacy must ask itself: how do we stay meaningful in a world that keeps moving?
