Häagen-Dazs transforms HK tram into immersive flavour journey

Häagen-Dazs has transformed a tram into a themed experience, inviting consumers to explore the craftsmanship, ingredients, and signature richness behind its classic ice cream flavours.

This comes as part of Häagen-Dazs' brand philosophy, which centres on using carefully selected ingredients. Its recipes are built on fresh cream, milk, sugar, and eggs, and are free from preservatives, stabilisers, artificial colourings, and palm oil. The result is the rich texture and flavour the brand is known for.

To communicate this philosophy to Hongkongers, Häagen-Dazs has transformed a tram into "The art of richness tram", an immersive experience inspired by four of its most iconic flavours: vanilla, chocolate, matcha, and strawberry. Travelling through the vibrant streets of Hong Kong, the tram invites guests to discover the ingredients, stories and craftsmanship behind each flavour while experiencing the signature richness that defines Häagen-Dazs.

Boarding the "Art of richness tram" serves as an invitation to explore the world of Häagen-Dazs through four immersive flavour experiences, each designed to highlight the craftsmanship behind a classic favourite. At the "Vanilla garden," guests can uncover that Häagen-Dazs vanilla ice cream is crafted from only six natural ingredients through an interactive puzzle experience. The activity underscores the purity and simplicity behind one of the brand's most timeless flavours.

At the “Cocoa scale” interactive station, guests can discover the careful balance behind Häagen-Dazs Belgian chocolate ice cream, now crafted with 72% cocoa. The experience reflects the harmonious combination of richness and smoothness that creates an exceptionally indulgent chocolate flavour.

On the upper deck of the tram, guests at the "Matcha studio" can experience the traditional stone‑grinding process first‑hand and discover how Häagen‑Dazs uses 100% ceremonial‑grade Japanese matcha to preserve its rich aroma, delicate sweetness, and distinctive umami notes. Meanwhile, in the "Strawberry garden," guests can create artwork using natural paint made from 100% real strawberries. The experience highlights Häagen‑Dazs' commitment to using real strawberries and no artificial colourings in its strawberry ice cream.

Extending the journey beyond the tram, Häagen‑Dazs has launched the “Art of richness crystal bus”, a limited three-day public activation open through advance registration. Set against Hong Kong's iconic cityscape, guests can enjoy immersive flavour-inspired experiences and indulge in Häagen-Dazs ice cream aboard a specially designed double-decker crystal bus.

The "Art of richness crystal bus" will run over three days, stopping at Tsim Sha Tsui on 21 August, Tai Wai on 22 August, and Central on 23 August. Each day, the bus will operate from 12pm to 6pm, with nine 30‑minute sessions available. Consumers can pre‑register for a spot between 14 and 19 August by spending HK$20 or more on Häagen‑Dazs products at designated retailers, excluding Häagen‑Dazs shops. A receipt of HK$20 allows registration for up to two participants, while HK$40 allows for up to four.

Participants aboard the bus can enjoy the interactive flavour‑inspired experiences, along with a complimentary 100ml Häagen‑Dazs mini cup, a supermarket and convenience store coupon, and a Häagen‑Dazs shop cash voucher.

MARKETING-INTERACTIVE has reached out to Häagen-Dazs for more information. 

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