Ice Cream is a Luxury. Singapore.

Some people always have ice-cream in their fridge. They say, “When ice-cream's in the fridge, it’s a happy fridge."


We all indulge in bite-sized luxury for our everyday enjoyment. Like when we buy a cup of Starbucks, we’re not just buying coffee; we're actually buying a cup of indulgence.

Truth is, luxury is no longer restricted to those who are rich. It’s an experience that everyone wants and deserves. Even students indulge in ice-creams on a regular basis.


In fact, ‘Eye on Asia’ – a study by Grey Global Group – confirms that the pressures of modern life are driving people to indulge in all sorts small luxuries, including ice-cream. It’s been reported that 85% of Asians believe in self-treating.

Truth: We all need a little luxury in our day. Ice-cream is an important triviality. A luxury we all buy-in to.