Is Gelato this summer’s accessible luxury?

For many Chinese consumers, ice cream and popsicles are the perfect summer companions, but Gelato remains unfamiliar for some. The Italian word for "ice cream," in Italian culture, Gelato symbolizes the purest and most delicious form of ice cream, often made without adding any water apart from the ingredients themselves.

Chinese netizens talk about the ice cream Audrey Hepburn holds in her hand in the movie "Roman Holiday" being gelato. Image from Huxiu.com.

Due to its authentic Italian heritage and its positioning as a top luxury ice cream in the local market, the price of gelato often leaves consumers stunned. Typically, a single scoop costs over ¥40-50 ($5.50-$6.90), while two to three scoops ranges from ¥70-90 ($9.65-$12.40). Even the cone alone incurs an additional charge of ¥10 ($1.38). When purchased by weight, the price can reach levels that are hard for the average consumer to accept.

The pricelists of some stores. Images are from RED and 36Kr.

Many stores point out that the high price of Gelato is not merely a marketing gimmick. In principle, Gelato production requires imported Italian ice cream machines, a large quantity of milk, a small amount of cream, fresh fruit, and egg whites. Only through such processes can Gelato be made with a dense, creamy texture and low fat content.

Nevertheless, it must be mentioned that Gelato's popularity also stems from its vibrant colours and trendy appearance, often prompting people to snap a photo and share it on social media as soon as they get it. This phenomenon not only garners support from ice cream enthusiasts but also turns Gelato into a natural social media sensation.

Gelato's visually striking appearance, whether in colour or shape, instantly grabs consumers' attention. Images are from RED.

Gelato stores in China have gradually expanded from first-tier cities to second and third-tier cities. Many store owners note that consumers often come in asking specifically about trending items they've seen on Douyin videos.

Gelato-related videos have more than 400 million views on Douyin. Images are from RED.

Compared to the past popularity of Chicecream, consumers appear to still find Gelato intriguing and novel. However, frequent appearances of imported ice cream machines on second-hand equipment recycling websites suggests that entering this market isn't as straightforward as it might appear.

Some specialized ice cream machine manufacturers also sell imported machines specifically for making Gelato on RED. However, many comments suggest that it's more cost-effective to buy used machines directly from second-hand websites. Images are from RED.