Korean entertainer Hwang Kwang-hee, left, poses with Haagen-Dazs. Korea CEO Kim Mi-jo after agreeing to carry out a marketing event. Captured image of Hwang's YouTube channel "Nego King"

Ice cream brand did not donate at all over the past 3 years

On the September 11th episode of “Nego King,” a YouTube program made by Korean entertainer Hwang Kwang-hee, attracted so many fans thanks to Hwang’s successful “negotiation.”

Hwang met Haagen-Dazs Korea chief Kim Mi-jo to ask for more benefits for Korean customers. In response, Kim promised to offer two mini cups when people take part in the firm’s buy-two-get-one-free event through its dedicated mobile app over a week.

Tech-savvy Korean consumers instantly visited Haagen-Dazs Korea’s mobile app en masse only to find that most of the products were not available.

The next day, Haagen-Dazs Korea made an official apology by noting that the number of orders was more than 20 times its expectation.

The company also promised to abide by its promise once sufficient products are ready, possibly late this month.

But the measure angered consumers because the products sold out less than a day. In addition, some take issue with Haagen-Dazs Korea’s lack of donation.

A local media disclosed that Haagen-Dazs did not make donation at all over the past three fiscal years while it dividends payment topped $10 million during the period.

The biggest shareholder of Haagen-Dazs Korea is Haagen-Dazs Netherlands, which holds a 50-percent stake in the former.

Hwang is a Korean singer and actor. He debuted in 2010 as a member of boy band ZE:A. He also appeared on may variety shows to gain popularity as a TV personality.