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.
The Magnum Ice Cream Company—undoubtedly one of the most significant "emerging companies" of 2025. Just before the split from Unilever, TMICC launched Hydro: ICE, a dairy-free product that not only provides hydration but also delivers Vitamin C, Vitamin B2, and the electrolyte magnesium, while glowing in the dark.
—Why must an ice cream glow in the dark?
The answer to this question reveals the key to their commercial ambition. Product design is a crucial reflection of a company's strategy, and at TMICC, we can see many "bold ideas" that transcend traditional thinking.