1. Haagen-Dazs was originally an American ice cream brand. It was successfully developed by Reuben Mattus in 1921, and was named and launched in the Bronx, New York, in 1962. In 1983, after Haagen-Dazs was sold to The Pillsbury Company, Pillsbury Company became a subsidiary of General Mills Inc. In 2002, Nestlé acquired all of Haagen-Dazs ice cream in the United States. Registered trademark rights.
2. Haagen-Dazs, which is regarded as a luxury product in China, is a very common brand in the United States, its birthplace, and its price is also very affordable. A family package that sells for 78 yuan in China only sells for $2.99 ??in the United States. .
3. Taste Myth
1. Haagen-Dazs is a taste myth. Everything was carefully planned from the beginning and looked like a conspiracy: specific origin of raw materials, 100% natural raw materials, specific manufacturing process, and strict quality inspection procedures. There are even strict regulations on how to raise dairy cows and where freezers should be placed in distribution stores, etc. It can be seen that the meaning of the Haagen-Dazs myth is multiple. It brings together almost all the mythological elements of popular culture in the era of globalization.
The first is the myth of "purely natural". After humanity's large-scale industrial production severely damaged the ecology, ecology began to rise and quickly became a new source of commercial profits. Large-scale industrial production has brought plastic bags to the countryside, replacing them with "purely natural" products to create their "ecological myth", which has received an enthusiastic response from the "petty bourgeoisie" class. Humans are squeezing the last profits they can from nature, and consumers gain "taste" out of it.
Haagen-Dazs creates a lifestyle. For the urban "petty bourgeoisie", eating Haagen-Dazs is not a feast in the general sense, it represents a taste of life. Its expensive price and elegant environment express the same concept of life: high consumption and high taste.
2. The most tempting part of Haagen-Dazs is the imagination about "international" life, which means that what he (she) is tasting is an "international" taste: Polish inventions, Scandinavian names, American craftsmanship, vanilla from Madagascar, strawberries from Oregon, chocolate from Belgium, coffee from Brazil or Colombia and nuts from Hawaii - truly "made in the world" . Distance in time and space is no longer an obstacle. Constant temperature refrigerators and air transportation ensure the freshness of these flavors. Through the H?agen-Dazs shortcut, people in Xujiahui, Shanghai have exactly the same feeling as they do in Central, Hong Kong or Manhattan, New York. In this sense, Haagen-Dazs is more like a "hallucinogen."
3. The myth of Haagen-Dazs is still a myth about "love". The way to eat Haagen-Dazs is sexy. The snowball stays on the tip of the tongue and melts slowly, little by little. The pleasure starts from the tip of the tongue, rising slowly like light airflow and spreading, bringing people into a state of pleasure. Loving a box of Haagen-Dazs is like loving a lover. Haagen-Dazs is gradually replacing roses and serenades as men's token of love for women. It is believed that if a woman has never had a man offer her Haagen-Dazs, it is as sad as having never received flowers or having no flowers for a long time. The pleasure brought by Haagen-Dazs is slight and short-lived, but it is real. After classical love had long been disillusioned, Haagen-Dazs temporarily saved the urban "petty bourgeoisie" from the lack of love and emotional emptiness.
4. Haagen-Dazs has created such a paradox: everything in it is "natural", but it is the most "artificial". It is a myth of food culture deliberately created in the era of globalization.
5. In China
(1) A lovelorn girl bought a box of Haagen-Dazs, sadly thinking that her lover was gone and she was left alone to "enjoy this by herself" Beautiful and expensive food" - Baby Anne wrote the voice of the petty bourgeoisie. Some advertisers say that Haagen-Dazs may not be the best ice cream in the world, but it may be the ice cream brand that sells the best concepts. "If you love me, take me to eat Haagen-Dazs." Haagen-Dazs is expensive because of love.
(2) Haagen-Dazs is free on international flights, and not many people eat it.
Haagen-Dazs, which is regarded as a luxury product in China, is a very common brand in the United States, where it originated. Just like Heluxue in China, it is mainly sold in supermarkets and vending machines. There are few specialized stores. Many Americans listen to I’ve never heard of it; the price is also very affordable. The family package that sells for 78 yuan in China only sells for $2.99 ??in the United States.
(3) Haagen-Dazs takes the high-end route in China and only chooses to open stores in prosperous areas of big cities. So much so that the presence of Haagen-Dazs has become a symbol of whether a city is fashionable, and the mayors of some cities even called for the presence of Haagen-Dazs. Guangzhou was once considered unfashionable because there was no Starbucks, Haagen-Dazs or IKEA. In 2000, H?agen-Dazs opened its first store in Guangzhou, and the most popular Nicholas Tse was specially invited to cut the ribbon. The media and citizens were very excited that Guangzhou "finally" had H?agen-Dazs.