YuCong Xu Benny is currently the Asia CMO of The Magnum Ice Cream Company. He boasts over 20 years of extensive experience in brand management, category innovation, and marketing. Prior to this role, he joined Unilever as a management trainee in the marketing department and subsequently took on significant responsibilities across its Home Care, Foods, and Ice Cream business groups, with his business endeavors spanning China, Asia, and the global market.
Faced with the generational shifts among Asian consumer groups, he has leveraged his keen business acumen and leadership skills to continually drive brand innovation and breakthroughs in the Asian market, transforming the company's vision of "Life tastes better with ice cream " into tangible consumer experiences.
After its spin-off, Magnum has demonstrated greater agility, achieving double-digit growth in China in 2025. In 2026, nearly 30 new products will be launched across multiple brands, focusing on premiumization, occasions, and health.
As "frozen snacks" emerge as a new growth space, how can ice cream move beyond dessert and become part of everyday consumption? And how can local insights and product innovation turn brand promises into tangible experiences?