What is the mystery behind the fact that Northeast people eat ice cream in winter?

Text|foodaily daily food by Julie Zhu

Since stepping into the winter of ice and snow, Harbin has gradually become a new tourism "top stream", with the ice and snow world, frozen pears, and large bathhouses out of the circle, there is also a Northeast special project that also makes tourists amazed - the ice cream of the Northeast. In winter, the hardcore ice cream boss wears a cotton coat and puts the hardcore Northeast ice cream open for takeaway, attracting waves of consumers.

Some old Northeast ice cream brands have also launched a series of marketing activities to take advantage of the popularity, such as the Northeast Big Board to launch 10w ice cream free delivery and new products in 2024 The first release of new products, Zhongjie Freezing Point has also launched a new tasting activity in 2024, so as to attract the hearts of consumers inside and outside the province.

*: Northeast slab on the left, freezing point on the street on the right.

At the same time, foodaily observed the global market and found that the winter ice cream culture not only exists in Tohoku, but also in neighboring Japan, winter ice cream (winter) has become a habit for many people, and the number of people who eat ice cream in winter is growing, according to the household budget survey of the Ministry of Internal Affairs and Communications of Japan, in the 10 years from 2011 to 2021, the expenditure on winter ice cream increased by 15 times.

This phenomenon has caught our attention and curiosity. Today, we try to analyze the two markets of Northeast China and Japan to find out how they develop this habit. Behind the formation of winter ice cream culture, there are also ingenuity and innovation based on specific scenes?

01 Eating ice cream in winter is defeating magic with magic? Tracing why the winter ice cream in the Northeast is so popular, foodaily found that from the geographical point of view, the Northeast is often hit by the cold Siberian air in winter due to its topography, which leads to the heating equipment in the Northeast is more advanced than other regions, and the indoor heating temperature standard in winter is about 20 degrees. As a result, the demand brought about by the environment has led to a surge in sales of winter ice cream in Northeast China, and people in Northeast China say that eating rich and sweet ice cream in a warm room is a "double happiness" for both body and mind.

At the same time, the Northeast is backed by the best milk source and has sufficient and high-quality milk sources, which provides favorable conditions for the breeding of many Northeast ice cream brands. The advantages of the chain not only make the ice cream in Northeast China delicious, but also make the ice cream brand more competitive in terms of cost and selling price. Therefore, Northeast consumers have shown a lasting love for these cost-effective ice creams, whether in summer or winter, stockpiling by the box is the "respect" of Northeast people for ice cream.

Not only that, but the history of the Northeast Ice Cream Factory is equally deep. Twenty or thirty years ago, ice cream factories have been lined up one after another on the land of Northeast China, and the high-capacity production lines have made ice cream as ordinary as Chinese cabbage. According to residents in Northeast China at the time, every factory and unit of state-owned enterprises had a tradition of distributing ice cream to employees, usually with two cardboard boxes as the base. Some people say that in the Northeast at that time, there was more ice cream than toilet paper at home.

The superior geographical and historical conditions have given birth to batches of ice cream brands in Northeast China. The Modern brand has a history of 100 years, and its product Modern popsicle is a popular item on the street. Also well-known are the old popsicles in Middle Street, the Northeast board, the snowman popsicle, etc., all of which are called by netizens as "check-in-like existence" when traveling in the Northeast.

In the information age, the habit of eating ice cream in winter was imperceptibly formed, and finally intensified through social media. While tourists from other places come to the Northeast to travel, in addition to checking in the popular tourist attractions on social media, they are also on their to-do-list to try authentic Northeast ice cream.

Under the heavy effects, the Northeast ice cream and winter ice cream culture have gradually heated up in recent years, and have almost become a hot topic discussed on social media every winter.

In addition, we note that in neighboring Japan, the habit of eating ice cream in winter has been formed for a long time, and it is even similar to the formation of winter ice cream culture in Tohoku.

Beginning in the 80s of the 20th century, various heating devices in Japan became popular in the family. It has become common for homes to stay warm at all times, even in winter. According to a resident from Hokkaido, there is a high demand for ice cream in Hokkaido winter, which is likely to be related to the room temperature in Hokkaido.

In a survey conducted by Japan's Ministry of Land, Infrastructure, Transport and Tourism from 2014 to 2018, Hokkaido's winter room temperature was 19At 8 degrees Celsius, it is the hottest winter in the city so far, and the high room temperature has led to an increase in demand for ice cream. Professor Ikaga believes that there is a correlation between the amount of money spent on ice cream and the room temperature.

In addition to objective factors, the popularity of winter ice cream is also due to the spread of social media. In December 2015, the TV variety show "The Unknown World of Matsuko" launched a program with the theme of "The World of Winter Ice Cream" and gave it"Winter ice cream"As soon as a new name, Winter was broadcast, the number of searches for Winter on social media skyrocketed, and people's behavior of eating ice cream in the winter was slowly defined as the winter category trend of ice cream.

According to the Japan Ice Cream Association, the ice cream market reached a record high of 511.4 billion yen in 2017, marking the fifth consecutive year of sales growth. One of the main factors behind this expansion is the "Winter Ice Cream Boom" that is now available year-round.

Of course, the dessert of ice cream is also closely related to the emergence of ice cream in winter.

Brands have been trying to boost the winter ice cream market since the 1950s, but it's in the 21st century that the trend really caught on. Since 2003, in order to revive the sales of ice cream, major enterprises have set their sights on the consumption of ice cream, focusing on the development of ice cream products for the first grade, and stimulating the demand of the target group through product design and concept.

Therefore, the sales of ** ice cream are increasing year by year, which can be said to be the general trend. In addition to some old ice cream brands beginning to add ** ice cream sub-brands, some brands have begun to develop more ** dessert ice cream products in the original product line. The ice cream market is becoming more and more diverse as innovations in ice cream begin to diversify and combine with food and beverage or baking elements, such as adding alcohol or evolving into dessert designs in the form of cakes.

Ice cream's dessert attributes and innovative trends have laid the foundation for its popularity in winter, but there seem to be some other unexpected reasons.

A professor of health sciences at Keio University said that when people come home from cold weather and stay in a warm, dry room, people get thirsty and want to eat something cold. When the weather is cold, people need foods that contain fat and sugar, so ice cream is a good way to meet people's needs in winter, which is physiologically why the human body craves winter ice cream.

Psychologically, when cold and sweet ice cream is consumed, the brain releases feel-good chemicals called "endorphins". When this substance is released, people feel happy. The smooth taste and the stimulation of the palate can bring a sense of well-being to the young people of today, allowing the flavor to spread quickly on the tongue, making it easier for them to enjoy it.

In addition, the temperature difference between outdoor and indoor in winter can be stressful. In this case, the cocoa polyphenols in chocolate ice cream can improve stress, and the cooling sensation of ice cream and the moisture it provides regulate body temperature. There are research data from manufacturers that show that ice cream can balance the state of overexcitement in the human body.

According to a survey of Japanese user data, when people were asked if they would like to eat ice cream in winter, 984% of people said they were willing to eat ice cream in winter, which is enough to prove that "winter ice cream" has become a must-have in people's lives. Among men in their 20s and women in their 20s to 30s, the most common choice is "I would love to eat."

*：morinaga

In addition, 549% of residents said "I want to eat cold food when the room is warmer", followed by 385% of residents said "it changed my mood and made me relaxed". The results showed that even in the cold winter, people would boost their mood by eating ice cream as soon as they returned to a warm room.

*：morinaga

When asked about the consumption of ice cream, "as a dessert" was the most common response, among both male and female responses (male: 514%, female: 556%), followed by men after bathing (409%) and women while resting in an air-conditioned room (435%）。The results showed that both groups ate ice cream when the body was warm and the room was warm.

***morinaga

Another interesting finding is that consumers have different needs for the texture and taste of ice cream in summer and winter.

Relevant data show that in terms of taste, 534% of people value crunchy ice cream more in summer, 514% prefer a refreshing taste, while in winter, 606% prefer a smooth ice cream, 605% prefer a strong flavor.

*：morinaga

In taste, 712% of residents say "vanilla" is the favorite flavor of summer, and the same is true for 768% ranks first in winter taste preference. But in the summer there are 449% of respondents love chocolate, compared to 62 in winter9%, which indicates a noticeable increase in demand for full-bodied flavors in winter.

At present, in the Japanese market, eating ice cream in winter has become a trend, which seems simple on the surface, but behind it is inseparable from the brand's winter customization and careful cultivation of consumer minds.

02 Winter ice cream has become a habit, and it is inseparable from the brand's "winter customization" careful machine winter ice cream, which was a new scene in the Japanese ice cream market at that time, and the product development and innovation have been differentiated from summer ice cream. According to foodaily, the focus of Japanese brands in winter is different from the freshness of ice cream in summer, and in winter, by emphasizing "richness" and "smoothness", brands start with "texture" and "taste" to achieve product differentiation.

Morinaga Milk Co., Ltd., for example, is aware that the temperature indoors is more constant in winter and is less affected by the weather outdoors than in summer, and that ice cream sales in winter are expected to be more stable, and they are developing ice cream products in winter and summer. Morinaga has said that although we sell products all year round, we have special specifications for winter products, increased the amount of milk ingredients to make it richer, and adjusted the dosage.

***nhk

Lotte Yukimi Daifuku also took advantage of the opportunity to launch the Golden Ice Rich Chocolate Vanilla Daifuku, which is visually similar to "Yukimi Daifuku", but the recipe is not the same. Yukimi Daifuku has an iced mochi on the outside, but Chocolate Vanilla Daifuku is wrapped in raw chocolate, sprinkled with a generous amount of cocoa powder on the surface, and wrapped in a creamy vanilla ice cream inside.

Not only that, in order to cater to the trend of winter ice cream, various brands have launched dessert-oriented winter ice cream products according to the needs of consumers, focusing on creating new scenes and unique experiences.

Imuraya has launched an innovative small cake ice cream that is unique in its well-designed four-tier structure. A fluffy sponge cake is used on the bottom layer, and white bean paste is added to create a melt-in-your-mouth texture. On the top layer of the cake, it is covered with strawberry jam and fresh strawberry cubes, adding a touch of sweetness and sourness.

The next two layers are a refreshing and slightly sweet milk ice cream and a milk sauce made with Hokkaido cream. The milk sauce is also infused with a Western-style liquor made from cherries, which brings a sweet finish to the overall taste. This small and cute dessert ice cream cake gives more edible value and emotional value to the product through the multi-layer texture structure, and provides consumers with a new ice cream eating experience.

*：fashion press

Speaking of winter ice cream, we have to mention the "festival-oriented" ice cream - Häagen-Dazs. The data shows that Häagen-Dazs had the best sales performance in December. At the same time, according to the "Favorite Ice Cream Ranking" asked by Chance IT users, Häagen-Dazs topped the winter list, especially vanilla ice cream and chocolate ice cream, which are favored for their rich taste and smooth texture.

From the perspective of brand tonality, Häagen-Dazs is the representative of high-end ice cream, its pursuit of taste and quality are higher than the market level, the texture of the product is smooth and rich in flavor when eaten, and it also conveys a luxurious and elegant brand image for consumers. In terms of marketing strategy, Häagen-Dazs Japan stands out with its exquisite packaging design, giving the product a higher sense of value, and by cooperating with other high-end brands or well-known chefs and pastry chefs, it launches exclusive collections, thereby increasing the brand's popularity and attractiveness.

*：elle

At the tipping point of the Christmas and New Year holidays, Häagen-Dazs is often seen not only as a dessert for entertaining guests, but also as a worthy "self-rewarding" choice after a hard year's work. In addition to product innovation that perfectly meets the sensory needs of consumers, it also improves the value of products and brands in the matter of "creating added value", and impresses consumers from both sensory and emotional aspects.

Therefore, Häagen-Dazs is not only a symbol of joy in the mouth during this season, but also creates a joyful and warm Christmas and New Year atmosphere for people.

03 Conclusion In general, in the Japanese market, the product form and category development of winter ice cream has been relatively mature, but it is still only a rudimentary regional culture in China.

Ice cream brands can get a head start with product innovation. First of all, you can develop flavors that match the winter atmosphere and add ingredients with a "warm taste", such as chocolate, jam, gingerbread, etc., to create elements that are more in line with the winter taste.

In terms of product marketing, brands can focus on winter-themed packaging that is clearly distinguished from summer, or they can launch holiday-limited products to bring consumers some "winter happiness". In the long run, brands should start from multiple aspects such as products, marketing, and channels to cultivate consumers' awareness of new scenarios and continue to shape their brand image. Through the above measures, we can better meet the demand of domestic consumers for winter ice cream, so as to achieve the sustainable development of the category.