LOTTE India brings Korean-inspired ice candies Subak & Shark to India

In a vibrant move that brings K-culture flavour to Indian consumers, LOTTE India has unveiled two new ice candy offerings: Subak and Shark. These aren’t your ordinary frozen treats — they combine playful shapes, bold flavour fusions and a distinctly Korean-inspired design sensibility, all tailored for India’s growing youth and snack-savvy market. The launch of Subak & Shark marks a bold next step for LOTTE in India’s frozen dessert space. Having previously introduced its popular “Krunch” four-layer ice-cream bar, the company is now stretching into what it calls “slush candy” territory: treats with slushy textures, quirky forms and fun consumption moments. By doing so, LOTTE is signalling that innovation in the ice-cream/ice-candy category need not be limited to new flavours, but can lean heavily into design, sensory experience and cultural storytelling. Let’s look at each product in a little more detail. Subak (which means “watermelon” in Korean) delivers a combination of juicy watermelon and strawberry notes, enrobed in a slice-shaped design. But the experience goes further: to echo the seeds of watermelon, the candy includes chocolate-coated peanut “seeds” embedded in the texture, giving a crunchy surprise in each bite. On the other side of the story is Shark: shaped like a shark and designed to appeal via playful imagery, it offers a dual flavour fusion of orange and strawberry, turning a treat into a moment of shareable fun. From a brand-positioning standpoint, the campaign behind the launch leans heavily into Korean pop aesthetics. LOTTE India has described the theme as “Refreshingly K-Cool”, and has activated digital assets blending K-pop energy and anime-style storytelling to convey the new line’s personality. The aim: speak not just to the taste-seeking consumer, but to a generation that values novelty, Instagram-mable shape and texture, and a “moment” rather than simply a snack. Why this matters in India now. The Indian ice-cream and ice-candy category is experiencing strong growth, driven by changing taste preferences, greater penetration outside metros, and the rising influence of global-inspired formats and flavours. In this context, LOTTE’s launch picks up on two strategic trends: (1) the “K-wave” (K-pop, K-drama, K-beauty) which has primed Indian youth for Korean aesthetics and innovation, and (2) the demand for “snack moments” that go beyond dinner dessert — bites you can grab between conversations, share with friends or post on social feeds. From the consumer lens: these two new products deliver on multiple fronts. First, they add novelty in form and texture: the watermelon-slice shape, the shark form, the embedded “seeds”—all invite curiosity and fun. Second, they deliver flavour combinations that are not common in mainstream ice candies: watermelon-strawberry, orange-strawberry; crunchy peanut elements in a frozen treat. Third, they target accessibility and affordability: priced at around ₹20 for a 75 ml pack, and distributed through 50,000+ outlets nationwide including modern trade, general trade, q-commerce platforms and channel exclusives. This allows for mass-market reach rather than being confined to premium niches. From the brand’s side, LOTTE India’s marketing leadership has emphasised that the move is not simply about launching another flavour, but embedding innovation into the category. According to the company, today’s consumers “seek more than flavour—they want relevance and connection.” The team states that Subak & Shark deliver on that promise, capturing the essence of modern snacking, especially among kids, teens and adults who increasingly treat ice-candies as experiential bites, rather than just a freeze-and-eat dessert. At the same time, the shapes and packaging are designed to generate social media moments and shareability: kids will enjoy the shark-shape “fun”, teens will share their pop-shots and adults may respond to the nostalgic or imaginative angles. In effect, the launch bridges multiple age cohorts while leaning heavier into youth and trend-driven consumers. From a competitive viewpoint, the introduction of Korean-inspired ice candies raises interesting dynamics in the Indian frozen dessert space. Established players who dominate via vanilla, chocolate, kulfi and standard bars may face pressure to innovate faster, especially if Gen Z and Gen Alpha gravitate toward novelty formats. Analysts suggest that while the incumbents are strong, the new wave of “K-inspired” products could carve out niche leads and shift the conversation around what ice-candy can look like in India. Operationally, the success of these products will hinge on execution across distribution, in-store visibility, packaging appeal and overall experience. For example, the “slice” design of Subak and “shark” shape of Shark require manufacturing precision, packaging that keeps the shape intact, and point-of-sale visibility that invites trial. The pricing and placement also matter: with a mass appeal price point, the volume will matter more than margin per unit, meaning LOTTE will need to ensure scale and repeat purchase. Another dimension is localization: while the inspiration is Korean, the product must resonate with Indian taste palettes, purchase habits and consumption contexts. Offering flavours like watermelon/strawberry and orange/strawberry suggests LOTTE is blending international inspiration with familiar fruit-notes. It’s also telling that the textures include crunchy “seeds” rather than entirely smooth slush—this caters to Indian consumers who often appreciate textural added value rather than bare minimum. In marketing, the campaign’s success will relate to how well the “K-Cool” narrative is communicated, how effectively it gets social traction, and how the in-store cues reinforce the playful imagery. For example, special launch visibility, interactive digital assets, potentially influencer tie-ups or experiential activations could make the brand more visible among the youth and snack-enthusiasts. Looking ahead, if Subak & Shark gain traction, LOTTE India could well leverage this launch as a platform for further innovation: new shapes, new flavour fusions, seasonal limited editions, cross-brand collaborations with entertainment or K-pop icons. The product line could become a sub-brand of its own, especially targeting youth segments and impulse consumption occasions. On the flip side, for the broader category, this launch signals a shift: ice candies are no longer just “cheap sweets” or “kids’ treats” — they are potential lifestyle items, social-media worthy moments, and part of the “snackology” of the younger generation. Brands that ignore the novelty curve or the influence of global culture may find themselves losing relevance to newer formats like these. In closing, the arrival of Subak & Shark in India is more than a product launch—it is a statement of intent by LOTTE India around innovation, trend-alignment and youth engagement. It blends Korean creativity with Indian scale, ties in fun shapes with refreshing tastes, and targets a broad age group with affordability and mass distribution. If the execution holds true and consumers respond, these ice candies could become memorable treats in India’s summer shelf space — and perhaps inspire the next wave of “K-inspired” innovations across food categories.