Magnum Ice Cream celebrates its Asian-inspired innovation, Magnum Matcha Crumble

IN a delightful culinary revelation, Magnum, known for its opulent ice cream experiences, proudly unveils its newest creation that crosses culinary boundaries and enchants the senses – the Magnum Matcha Crumble.

This harmonious blend of East and West concepts captures the essence of Japanese culture, expertly paired with Magnum’s signature thick cracking Belgian chocolate, delivering an indulgence that stays ‘True to Pleasure’.

Marking its triumphant comeback to live events, Magnum reclaimed centre stage in a grand manner on September 11th at Sentul Depot, hosting a spectacular takeover event. The venue was elegantly transformed into a Magnum Matcha realm, epitomizing the brand’s steadfast commitment to creating experiences of sheer luxury and indulgence.

$!From left: Daiyan Trisha, Jean Nichapat Valaiphatchra (Business Lead, Ice Cream Business Group, Unilever Malaysia), Alan Tsing (Ice Cream Brand Marketing & Magnum Lead, Ice Cream Business Group, Unilever Malaysia), and Ben Amir.

“At Magnum, we’ve always pushed the boundaries of indulgence. We’ve travelled the world to source the finest ingredients, and this time, we’ve drawn inspiration from the vibrant and captivating culture of the East. We couldn’t be more excited to share this Magnum Asian- inspired ice cream with all of you,” says Jean Nichapat Valaiphatchra, Business Lead of Unilever Ice Cream, Malaysia.

She then continued: “We’re not just delivering ice cream; we’re delivering an experience. The Magnum Matcha Crumble is a testament to our commitment to quality, innovation, and the pursuit of true pleasure.”

Amidst the buzz of the city, they hosted an array of distinguished guests, including the likes of Daiyan Trisha, Ben Amir, and Qiu Wen. Their presence added an extra layer of glamour and excitement, reaffirming Magnum’s status as the epitome of true pleasure.

Guests were immersed in a captivating Japanese-themed Magnum Matcha Takeover event, where they had the opportunity to indulge in the latest Japanese-inspired creations and more. The event also featured an elevated Magnum ice cream experience, a captivating East meets West live performance, and an exclusive Magnum X Chateau Dionne chef’s creation.

$!Magnum Ice Cream experience.

True Pleasure Moments

As part of the celebration, guests immersed themselves in an array of pleasurable activities, each one thoughtfully designed to captivate the senses and embrace the spirit of indulgence. Guests had the opportunity to experience the artistry of a traditional Japanese tea ceremony, where they learned the intricate techniques of whisking premium matcha tea paired with a decadent piece of M-shaped Belgian chocolate.

Additionally, guests indulged in crafting their very own Japanese fans, each a personalized masterpiece to take home as a cherished memento of the occasion. To add a touch of tradition and optimism to the modern pleasure experience, guests were also invited to partake in a beloved Japanese ritual. They penned down their hopes and dreams for the upcoming year, encapsulating their desires for a future filled with moments of true pleasure.

These wishes were then hung upon a visually enchanting “wishing tree”, creating a breathtaking tapestry of aspirations that served as a meaningful symbol of our commitment to making every day a pleasure-filled delight.

For those who believe in the moment of indulgence and the pursuit of true pleasure, Magnum Matcha Crumble is an invitation to embark on a journey where East meets West, harmonizing Japanese culture with the unparalleled richness of Magnum’s signature Belgian chocolate coating. It’s a well-balanced indulgence that remains “True to Pleasure.”

Pleasure Seekers can now savour the Magnum Matcha Crumble available nationwide across major minimarkets, supermarkets, convenience stores, petrol marts, e-commerce sites, and food delivery platforms such as Grab and Foodpanda.