Facebook icon

Ice Cream Promotion Draws Crowds to Tokyo Midtown

Posted By on Mar 19, 2014



On the weekend of March 15-16, Ben & Jerry’s, the popular Vermont-based ice cream company known for its wild flavor combinations, hosted an event at Tokyo Midtown in Roppongi. The promotional event was to introduce the launch of mini cup ice cream, available as of March 17in convenience stores around Japan. Ben & Jerry’s, however, is not new to the country. Years ago, ice cream bars were available at convenience stores, however, they eventually disappeared. Ben & Jerry’s re-launched its efforts in Japan two years ago, opening a scoop shop in Omotesando, Tokyo, and, soon after, in several other locations around the Tokyo area.


Like many American specialty counterparts, Ben & Jerry’s is the kind of shop that draws long lines. When the Omotesando shop opened in spring of 2012, hour-long lines were not uncommon to get a bite of something sweet. These days, especially before the arrival of spring’s warm weather, Ben & Jerry’s was more accessible.  Thanks to its weekend promotion, however, the shops will most likely receive more customers than before.


The weekend event was entertaining, vivid, and relaxing. Staff members encouraged visitors to learn about the brand and stand in line for free ice cream. Ben & Jerry’s did not skimp out by any means. All visitors were eligible to receive not a scoop of ice cream, but an entire mini cup container in each of six different flavors; coffee was an added bonus! The scenario was also lovely, with spring-inspired décor made of ice cream cups. For the kids, there were also ice cream cup and cookie-shaped chairs and cushions. A guitarist dressed as a cowboy played simple guitar riffs as visitors waited to gobble up icy treats. Outside on the patio, the event continued with a café set-up, where coffee was “earned” by correctly answering a question related to Ben & Jerry’s Fair Trade practices. Adding to the merriment was a cow mascot, who entertained children by dancing and jumping around.


Overall, the event was exciting and fun-filled for all ages. If you weren’t able to go in person, make sure to try the new flavors in stores now!

[Post by Nadia]

JTB is the best place to buy Japan Rail Pass, FREE shipping within USA!

Explore Japan’s top destinations with the help of JTB Sunrise Tours

Search JTB’s Special discounted Airfare to Japan and Asia


Related posts:

Popular Dishes and Regional Foods to Try in Yamanashi
Hatsumode: A Rite of Passage into the New Year
Nachi no Taki: A Sacred Waterfall Part of a World Heritage Site
The Top Things to Do and Eat in Tokyo
How to Appreciate Food Like the Japanese
Four Things You May Have Missed: Okinawa
Three Reasons to Visit Niigata
Japanese Shaved Ice "Kakigori" is Surprisingly an All Year Round Dessert
FLY FOR FREE WITH JTB: Spring Sakura Sweepstakes Event!

Slider by webdesign