Ice Cream as a Boarding Pass? Häagen-Dazs Wants You to Taste Your Way Through Europe

If a Parisian patisserie, a Roman café, or a Madrid plaza sounds like the ideal afternoon escape but you’re stuck in the tropics with a 4pm Zoom call, don’t panic—Häagen-Dazs has cracked the code. Their latest launch, the Cities Collection, delivers iconic European desserts by the scoop, no passport or jet lag required.

Europe in 10 Minutes or Less

Billed as a #FlavourPassport, this lineup of decadent, European-inspired ice creams is designed to transform the everyday into something extraordinary. With just a spoon and ten spare minutes, Häagen-Dazs invites you to experience Paris, Rome, and Madrid without leaving your couch—or the Malaysian heat.

According to Tya Close, Head of Marketing at General Mills Southeast Asia, “With the Cities Collection, we're reimagining premium ice cream as more than just an indulgence, it's a cultural journey.” And they’re not bluffing. These pints aren’t just pretty packaging—they’re crafted with serious attention to detail, in collaboration with local culinary pros and artisans to deliver real-deal flavours that echo their cities of origin.

“In just 10 minutes – the perfect time to savour a scoop – our customers can transport themselves from a Parisian patisserie to a Roman caffè or Madrid Plaza, all from the comfort of home,” Close adds.

Flavours Worth Stamping Your Passport For

Let’s talk taste. Each of the four pints is a love letter to a European capital—and yes, they’ve gone all in on the details.

Paris:
Macaron Double Chocolate Ganache is a rich, moody blend of chocolate ice cream and salted dark chocolate ganache, with just the right crunch from chewy chocolate macaron shells. Think of it as the dessert version of Paris after dark.

Macaron Strawberry & Raspberry is lighter, flirtier—swirls of raspberry sauce wind through strawberry ice cream, punctuated with mini pink macaron shells that bring elegance and a hint of almond. Très chic.

Rome:
Tiramisu Coffee & Mascarpone is as classic as the Colosseum. Mascarpone ice cream is laced with coffee and cocoa sauce, with espresso-soaked sponge cake pieces tucked inside. It’s got the energy of a Roman morning, minus the airport espresso.

Madrid:
Churros Cinnamon & Dulce de Leche is everything you love about the Spanish street snack—crunchy, golden pastry bits dusted with cinnamon and sugar, swimming in creamy ice cream and gooey swirls of dulce de leche. Flamenco for your taste buds.

The Data Doesn’t Lie—Southeast Asia Is Hungry for This

Häagen-Dazs knows exactly what they’re doing. As more Southeast Asians seek out authentic, premium experiences, there’s been a marked uptick in demand for classic European desserts. A Mintel study revealed that 42% of regional consumers are curious about European sweets, while Euromonitor reports an 18% growth in premium ice cream consumption—even as mainstream options have stalled. Translation? We want indulgence, but we want it to mean something.

Win Your Dream Eurotrip (For Real)

To sweeten the deal, Häagen-Dazs is running a “Spend and Win” promotion in Malaysia that could turn your freezer-drawer Europe tour into an actual boarding pass. Every purchase of the Cities Collection enters you into a contest to win a European getaway for two, along with loads of travel goodies. Not bad for buying ice cream.

More details at: https://my.haagendazs.club

And There’s More for the Loyal Ones

From 1 July onwards, Häagen-Dazs Shops across Malaysia are rolling out a revamped Loyalty Program. It’s their way of saying thanks to the dessert-obsessed among us. New members can scoop up their first treat for just RM5, and every ringgit spent earns you 5 points toward future indulgences. Rewards, perks, points—it’s your cheat day with benefits.

Full scoop here: https://www.haagendazs.com.my/shop/

So, Where’s Your First Stop? Whether you’re chasing the romance of Paris, the depth of Rome, or the fire of Madrid, it’s all just a pint away.