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There’s no doubt that Creamistry has istry wants people to have a more comprehen-
put much effort to make the products more sive concept of ice cream consumption.
acceptable and approachable to the local con- In the future, Creamistry plans to take a
sumers. However, that is not enough for a step further in experimenting more with all
foreign brand to successfully enter Chinese kinds of innovative ideas for localization. For
market. Localization is about the balance. It example, they will try to develop China limited
is also critical to make the locals approach the flavors with local ingredients or flavors inspired
products by themselves. That is why opening by Chinese festivals. Moreover, they’re looking
up people’s imagination and expanding peo- forward to collaborating with different Chinese
ple’s understanding of ice cream is very much brands to bring out new and fun ice creams and
needed for foreign brands to make Chinese experiences. But for now, Creamistry’s goal is
people consume more of the ice dessert. When to try their best to bring the most authentic
it comes to high-end ice cream, for most Chi- South California ice indulgence to the Chinese
nese people, what will first come into their customer. Through localization, they hope the
mind is Häagen-Dazs. Being one of the first local people can get a chance to enjoy this new
ice cream brands to enter China in 1996, concept of ice cream.
Häagen-Dazs has introduced ice cream to
Chinese people as a luxury lifestyle item just
like afternoon tea. That impression of ice
cream has deeply rooted in many people’s
minds over the past 20 years, so few high-end
ice cream competitors have even tried to enter
the competition.
“For some Chinese consumers, ice cream
is more like afternoon tea where you have to sit
down and enjoy the environment. Such an old
concept can limit the context of ice cream con-
sumption,” Holly Lu explains. What Creamistry
wants to do is to make ice cream more accessible
and convenient. To solve this problem, the brand
has specifically developed new products based
on their ice cream strategy for the Chinese
market – they developed their tea offering.
Compared to ice cream, tea is a much bigger
market in China. The government stats show
that tea market reached 400 billion RMB in 2019.
Tea, mostly bubble tea and milk tea, is widely
accepted by many Chinese people. Lu said: “Ice
cream can be combined with tea drinks in many
ways to make it more accessible and recognized
by the public.”
Apart from developing new products,
Creamistry has also applied itself to the mar-
ket of ice cream cake in order to open up the
Uniqueness context of ice cream consumption. According
to Creamistry’s research, ice cream cake is still
What makes Creamistry unique is the fact that
they use the liquid nitrogen to instantly freeze a relatively niche market with few product
the ice cream in front of the customers. lines in China. Therefore, the brand has
Traditionally, ice cream is made in a batch launched its splicing cake business, which is
freezer that can take up to 30 to 45 minutes to a quite new product in their American fran-
freeze. The liquid nitrogen freezes at -321 chises, for people to enjoy ice cream during
degrees and creates smaller particles that creates
a smoother texture than other ice cream. business tea break or during parties. Cream-

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