Lotte’s 4D “Krunch” Ice Cream Immerses India in K-Wave Cool
Lotte India debuts Krunch, a Korean-inspired 4D ice cream experience—combining layered textures, popping flavors, and AR-enhanced packaging to amplify summer indulgence.
Prakhar
Lotte India has launched “Krunch,” an avant-garde 4D ice cream that rides the Korean pop-culture wave into Indian freezers. Beyond contrasting textures, crispy shells, effervescent microlayer fillings, and smooth cream cores, Krunch’s packaging integrates AR codes that unlock animated K-Pop dance numbers on smartphones, creating a multisensory treat that engages taste buds, sight, and sound.
The 4D Dessert Revolution
Krunch innovates on three dimensions:
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Texture Dimension: Snap-crisp outer wafers give way to fizzy popping beads and velvet mousse layers.
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Flavor Depth: Flavors like Yuzu-Ginger, Strawberry-Cheese, and Mocha-Matcha mirror Korean dessert trends.
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Digital Layer: Scan the cone’s wrapper for AR dancers, music clips, and shareable GIF selfies.
Launch Campaign: “Step into the Krunch Zone”
The high-energy TVC drops viewers into a neon-lit playground modelled on Seoul’s Myeongdong district. A group of friends chases an AR Krunch mascot through dance-battle alleys before cooling off with actual Krunch scoops, illustrating how 4d treats refresh both body and spirit.
Influencer-Fueled Hype
Leading K-Pop content creators and food vloggers in India got early “Krunch Kits”, complete with branded light-sticks and custom playlists. Their unboxing videos, with live peek-and-pop taste reactions, clocked over 10 million combined views in the first week.
Retail and Experience Zones
Select malls house “Krunch Corners,” mini-cafés offering customizable “4d flights” where customers can sample all three KRUNCH variants alongside Korean mocktails. AR booths let kids and adults animate their own dance moves on the spot.
Final Thoughts
Lotte’s Krunch brings a slice of Korean dessert innovation to India, melding texture, taste, and tech into one immersive package. With 4d layers and AR bling, the campaign proves that tomorrow’s ice cream isn’t just edible, it’s an interactive event you can share across screens and social feeds.
