Mallow Pop Launches a "Decorate Your Ice Cream" Promotion at MINISOF in Japan

• For an extra 100 yen, customers finish the dessert themselves in a "decorate your ice cream" format

• A seasonal promotion combining vivid colors, a crunchy texture and hands-on fun

SNAX, a food company steadily expanding its partnerships with major Japanese food and retail brands, has run a summer collaboration with MINISOF — the premium soft-serve brand of Japan's MINISTOP convenience store chain.

The collaboration was designed for the summer months, when demand for cold desserts peaks. Colorful, crunchy Mallow Pop was paired with MINISOF's smooth soft-serve to create a seasonal dessert that plays on both visual appeal and contrast in texture.

The promotion covered MINISOF's core menu, including Hokkaido Milk, Okayama White Peach and Mix soft-serve. For an additional 100 yen on top of the regular menu price, customers could top their cone with Mallow Pop and finish their own dessert — a "decorate your ice cream" format.

This participatory approach reflects the customization and experience-driven consumption trend in today's F&B industry, where customers complete a menu item to their own taste. By turning the act of choosing and finishing the dessert into part of the enjoyment, the promotion extended the appeal of an already familiar menu.

Local Japanese promotional materials introduced Mallow Pop as "a crunchy dried marshmallow that has become hugely popular in Korea," highlighting how well it pairs with soft-serve. Together, the eye-catching summer colors and the fun of decorating one's own cone gave consumers a natural way to experience both the product and the brand.

Earlier, SNAX had introduced collaboration products and recipes with Meiji Bulgaria Yogurt from Meiji, one of Japan's leading food companies, offering local consumers ideas for home-café recipes. This MINISOF collaboration is significant in that it extends SNAX's partnerships with Japanese food brands into F&B retail locations and consumer-participation promotions.

"We designed this collaboration to bring something new to a summer favorite — adding Mallow Pop's signature colors and crunch to the soft-serve that consumers already know and love," a SNAX representative said. "It's a product that can create a differentiated experience suited to the season and to each brand, while preserving the identity of the original menu item."

The representative added, "Guided by our direction of 'making everyday life happier through delicious experiences,' we will continue to work with F&B companies and distribution partners at home and abroad to deliver products and promotions that add color and enjoyment to everyday moments."

Brand collaborations combine the products and identities of each partner, offering existing customers a fresh brand experience while opening up points of contact with new consumer groups. SNAX welcomes collaboration proposals from companies looking to build on the strengths of each partner's products and menus while broadening the scope of the consumer experience together.