Jakarta, March 14, 2025 – Aice, a leading ice cream brand in Southeast Asia, has once again achieved a significant milestone by winning an award in the Ice Cream category at the 10th Indonesia WOW Brand Award 2025. The event, held on Wednesday (February 26, 2025), further solidifies Aice’s position as an industry leader with a loyal customer base in Indonesia, particularly among Generation Z.

 

Sylvana Zhong, Senior Brand Manager of Aice Group, expressed her pride in this achievement. According to her, this award is proof of Aice’s success in maintaining customer loyalty while creating a sustainable positive impact in the market. This award, won by the largest ice cream producer in Indonesia, has been earned for six consecutive years since 2019.

 

Aice Group appreciates the recognition from the public for its consistency, as demonstrated by this award. Sylvana acknowledged that this recognition also serves as a motivation for the company to continue innovating and ensuring that Aice consistently produces high-quality ice cream that brings joy to its customers.

 

“Aice is deeply honored to receive the WOW Brand Award 2025. Aice's victory at the WOW Brand 2025 proves that our Experiential Emotional Branding strategy successfully creates a deep connection with Gen Z. Relevant flavor innovations, interactive campaigns, and engaging brand experiences have made Aice more than just ice cream—it’s a part of their lifestyle,” said Sylvana.

 

The WOW Brand Award is an annual prestigious award given to Indonesia’s top brands. Brands are judged based on their strength and success in attracting consumer attention and maintaining a dominant position in the market. This award aims to identify and appreciate brands that have demonstrated outstanding performance through surveys conducted by MarkPlus Insight.

 

The survey was conducted online from October to November of the previous year, involving a variety of respondents, including those from economic classes B and C, aged 17-56, using the customer path 5A: Aware, Appeal, Ask, Act, and Advocate.

 

As the host of the WOW Brand Award, CEO of MarkPlus, Iwan Setiawan, explained the importance of creating memorable “WOW” moments for consumers. “Creating unique and memorable experiences is a major challenge for all brands. The ‘WOW’ moments are crucial for remaining memorable to consumers. To achieve this, brand managers can utilize storytelling, content marketing, community marketing, and influencer marketing,” he said. This annual event featured the concept of Experiential Emotional Branding, which highlights how brands can create deep experiences and build emotional connections with their customers.

 

Innovative Aice Ice Cream Becomes a Global Icon for Indonesia

 

As Indonesia’s pride in ice cream, Aice is committed to continuously offering delicious, healthy, and high-quality ice cream products made from the best ingredients and modern production technology. Innovation is a key pillar of Aice, which continues to introduce various exciting flavors in line with market trends.

 

Some of Aice's innovative products include Aice Sweet Corn, Aice Chocolate Crispy, Aice Histeria, Aice Mochi, and Aice Crispy Ball. Aice is also committed to providing refreshing and enjoyable experiences for consumers through activities such as product innovation, creative marketing, and social initiatives that directly engage consumers, as well as collaborations with relevant communities.

 

Although ice cream consumption in Indonesia has not yet reached the high standards seen in developed countries, the demand for ice cream continues to grow. Ice cream is popular across all demographics and is well known as a snack. This has led to a high demand for ice cream, with many varieties available in shopping centers, restaurants, and from street vendors.

 

The consumption of ice cream has been increasing every year in Indonesia. From 2013 to 2018, consumption reached 0.63 L/person/year, then increased to 0.7 L/person/year in 2019, and further grew to 0.73 L/person/year in 2020.

 

Seeing this large market potential, Aice continues to expand its market reach. Aice is present throughout Indonesia, from major cities to rural areas and islands. At the same time, Aice has expanded internationally to countries such as the Philippines, Cambodia, Vietnam, Laos, Timor-Leste, as well as South American and African nations, becoming a symbol of Indonesia on the global stage.

 

According to a survey by Key Trends Ice Cream in APAC Euromonitor International, February 2025, 38% of consumers in the Asia-Pacific region are categorized as "Experience Seekers," open to new experiences such as local flavors and unique textures. This aligns with Aice's strategy of reviving traditional street food with modern packaging and collaborating with many local micro-influencers, which has boosted sales among consumers aged 18-24. Products that have seen a boost through this strategy include the Aice Mochi and Aice Histeria variants.

 

“We don’t just sell ice cream, we archive nostalgia while promoting modern trends. For example, Aice Mochi Klepon is inspired by traditional street food in Indonesia. Now, 60% of its buyers are young people curious about the flavors their parents grew up with. Similarly, the unique texture of Aice Histeria ice cream sticks, where Gen Z can enjoy mini cake-sized portions, makes Gen Z not just buyers, but cultural agents who introduce our ice cream to the global stage,” explained Sylvana.

 

Furthermore, Aice has also collaborated on creating mascots with modern, cute designs rooted in contemporary local culture. This trend, which is rapidly growing across industries including food and beverages, has been a success in attracting young consumers, particularly Gen Z, who appreciate uniqueness and creativity in the products they choose.

 

In recent years, this trend has become increasingly popular, with major companies worldwide using mascots to strengthen their brand identity and create deeper emotional connections with their audiences. Mascots that embrace contemporary culture, like Aice's Mochi Baby mascot, which was featured with traditional Indonesian clothing during the World Cup in Qatar, have not only caught attention but also gone viral. A study by the Formosa Journal of Applied Sciences this year highlighted the influence of brand personification through mascots. It found that brand personification positively impacts ad engagement and attitudes toward the brand, which in turn can influence consumer purchase intent.

 

Today, Gen Z is no longer just a passive consumer group. This generation is key to the transformation of Indonesia’s ice cream industry. Research from many organizations shows that the majority of Gen Z make purchases based on recommendations from content creators on platforms like TikTok and Instagram, which Aice used to engage with customers throughout the past year.

 

The growing demand for ice cream in Indonesia, in terms of both volume and the variety of flavors and creations, will continue to drive Aice Group to innovate and provide exciting and unforgettable experiences for Indonesian consumers. Delicious, healthy, and high-quality ice cream will remain the brand promise of Aice. According to Sylvana, innovation is essential for Aice to be the pride of the Indonesian people and to make a global impact. (*)