TWICE SANA, familiar from Haagen-Dazs commercials, appears! "Haagen-Dazs Japan Crispy Sandwich 25th Anniversary PR Event" held

Haagen-Dazs Japan, Inc. (Headquarters: Meguro-ku, Tokyo; President: Akio Sato) held the "Haagen-Dazs Japan Crispy Sandwich 25th Anniversary PR Event" at the Jiji Press Hall on Thursday, April 30, to commemorate the 25th anniversary of the Crispy Sandwich launch.

On the day of the event, Akio Sato, President and Representative Director of Haagen-Dazs Japan, Inc., introduced the 25-year history of the Crispy Sandwich, the new standard product 'The Green Tea,' and the concept of the "Crispy Sandwich Surprise" to be launched on social media to celebrate the 25th anniversary, along with a preview of future 25th-anniversary content.

Following this, TWICE's SANA, familiar from Haagen-Dazs commercials, appeared as a guest. She showcased the appeal of the Crispy Sandwich through various contents, including a generator experience to create an "original crispy sandwich" digitally and a challenge to the first quiz of the SNS-linked project "25 Things SANA Doesn't Know."

Akio Sato, President and Representative Director of Haagen-Dazs Japan, Inc., introduced the full scope of the 25th-anniversary project, stating, "We will deliver the charm of the Crispy Sandwich throughout the year under the theme of 'Crispy Sandwich Surprise.'"

Akio Sato, President and Representative Director of Haagen-Dazs Japan, Inc., touched upon the Crispy Sandwich celebrating its 25th anniversary in 2026, expressing gratitude to the many customers who have supported it since its launch in 2001. He also stated that the Crispy Sandwich was born from the desire to "deliver ice cream with unprecedented surprises," and reiterated the unique appeal of the Crispy Sandwich, which combines crispy wafers, a crunchy coating, and rich ice cream.

Regarding 'The Green Tea,' a new standard product appearing at the 25th-anniversary milestone, he explained that it is a product that refines green tea, one of Haagen-Dazs' iconic flavors, into a Crispy Sandwich.

He introduced it by saying, "What we aimed for was the aroma of matcha itself, and a profound taste. By maximizing this, I believe you can feel the harmony of matcha's deliciousness from the first bite." Furthermore, he touched upon the annual theme for the 25th anniversary, "Crispy Sandwich Surprise," explaining that in addition to product development, they will communicate the appeal of the Crispy Sandwich through social media and digital content. Finally, he concluded by expressing gratitude to the customers who have supported them so far, saying, "For the 25th anniversary, we want to deliver the value, unique enjoyment, and deliciousness of the Crispy Sandwich in various forms."

SANA challenges to create an "original crispy sandwich"!

A rewarding crispy sandwich is completed! Named "Kibun wa Raspberry" (Feeling Raspberry), it became her favorite flavor.

Following the presentation by President and Representative Director Akio Sato, TWICE's SANA, who appears in Haagen-Dazs TV commercials, appeared as a guest. SANA smiled and said as a congratulatory message for the Crispy Sandwich's 25th anniversary, "I love the crispy texture of the Crispy Sandwich and the melting sensation of the ice cream inside. I think it's a reward for both me and everyone. I hope it continues to deliver a lot of charm."

Afterward, as the first phase of the 25th-anniversary project, "My Special Crispy Sandwich Shop," a content that allows users to create a unique "original crispy sandwich" digitally, was introduced. On the same site, which will be released at 6:00 PM on Thursday, April 30, users can combine ice cream, coating, and wafers freely and then name the flavor to create their own crispy sandwich.

SANA, who serves as the manager of this shop, also experienced the content herself. While deliberating over the wide variety of flavors, she combined Earl Grey flavored ice cream with a raspberry coating, caramel wafers, and a pink and white striped background design to complete a rewarding "original crispy sandwich," which she named "Kibun wa Raspberry."

In conjunction with the release of this content, a "#MyCrispySandwich" campaign will be held from 6:00 PM on Thursday, April 30, to 11:59 PM on Sunday, May 17, where applicants can post an image of their created "original crispy sandwich" on X. 100 winners will be selected by lottery to receive a set of 12 Haagen-Dazs Crispy Sandwiches.

My Special Crispy Sandwich Shop

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