"Can I eat something expensive?" After eating that way at convenience stores... 'Park Shin-yang's in-laws' Häagen-Dazs tops KRW 100 billion in sales

[Financial News] Häagen-Dazs Korea, known as the company of actor Park Shin-yang's in-laws, surpassed KRW 100 billion in annual sales for the first time.
According to the Financial Supervisory Service's Data Analysis, Retrieval and Transfer System (DART) on the 4th, Häagen-Dazs Korea's sales for its 37th fiscal year, from June 2025 to May 2026, totaled KRW 113.84 billion, up 15.6% from KRW 98.498 billion the previous year. This marked the first time the company's annual sales exceeded KRW 100 billion.
Operating profit was KRW 3.159 billion, up 3.9% from KRW 3.041 billion the previous year, but the operating margin fell from about 3.1% to around 2.8%. Sales grew faster than operating profit.
Häagen-Dazs Korea was established in 1991 as a joint venture funded equally by the family of the late former chairman Baek Jong-geun and U.S. company General Mills. It is also known as the company of actor Park Shin-yang's in-laws, while Park's wife, Baek Hye-jin, is Baek Jong-geun's granddaughter.
Baek Jong-geun's eldest son, Baek Soon-seok, took over management and led the company. After Baek stepped down as CEO in May, Jaeyeon Baek, a third-generation member of the founding family born in 1985, joined management as co-CEO.
Häagen-Dazs Korea's sales surpassing KRW 100 billion despite inflation and weakened consumer sentiment is viewed as evidence that domestic demand for premium ice cream remains strong. The company expanded sales by maintaining a relatively high price point while making broad use of distribution channels, including hypermarkets, convenience stores and online platforms.
In other words, the company maintained its premium image while improving accessibility by allowing consumers to purchase its products while grocery shopping or visiting a convenience store, without having to seek out a dedicated specialty store.
A source in the distribution industry told News1, "In the premium-products market, not only price but also preference for the brand affects purchasing," adding, "Häagen-Dazs appears to have broadened access points so consumers could purchase its products easily while maintaining its premium image, which likely contributed to its top-line growth."
[email protected] Kim Hee-sun Reporter