Would You Line Up For 2 Hours to Decorate a Convenience Store Ice Cream Bar?

It’s hooooot outside. You don’t need to check the weather forecast, all you have to do is take a look at the street, with the locals’ hands holding up umbrellas to block UV rays, and protect themselves with sunglasses, hats, long gloves, and masks.

After the success of a pop-up store at Xidan Joy City last year, Magnum has taken over The Red at Sanlitun, and turned it into the Pleasure Store again, from July 9 to August 7.

We arrived on a sunny Wednesday afternoon, and saw that there were at least a hundred people queuing to get into The Red. The staff told us that you can simply scan the QR code, line up to get in, and then you will get a “Make My Magnum” for free. Or you can spend RMB 200 at Taikooli, and get two Magnums for free. Wonderful.

“It is all about the experience, there are three kinds of chocolate to choose, milk, white and dark, all imported from Belgium,” the staff explained. Then, you can use 30 different ingredients to decorate your Magnum, such as sugar, roses, and chocolate shavings.

The staff also said “people line up everyday,” so, our question for you is, would you like to wait in a queue for two hours to decorate a lovely convenience store popsicle, oops, Magnum? I don’t know you, but it seems that Beijing’s answer is a firm yes.

Pleasure Store (The Red)
Daily 11am-10pm, Sanlitun North Area (Opposite to Luga's Villa)
朝阳区三里屯北区（卢卡斯对面）

More stories by this author here.

Email: tracywang@thebeijinger.com
Twitter: @flyingfigure
Instagram: @flyingfigure

Photos: Tracy Wang, Magnum