Magnum’s New Ice Cream Range and Exhibition: All Aboard the Pleasure Express

When I first watched the music video for California Gurls by pop icon Katy Perry, I still recalled little me’s eyes going wide over the life-size ice cream castle that stood behind Snoop Dogg as he sat on a pure white ice cream throne to control a candy board game. With walls of the delicious, creamy dessert standing tall, that was a fictional world I would gladly jump into without hesitation.

Even though now I know that this dream of mine is not possible, the closest I could get to entering a similar paradise is through Magnum’s newest Pleasure Express Range and the Beyond Worlds exhibition

Magnum is unwrapping a new line of delectable ice cream flavours and an AI-powered exhibition to further enhance the wondrous journey these sweet treats will take you! So if you’re ready to board the Pleasure Express, allow me to be your conductor and scoop into the delicious layers of Magnum’s latest launch!

Magnum’s Pleasure Express Range

To transport you to three distinct moods — wonder, euphoria, and chill —  Magnum is unveiling three new flavours. Introducing the Magnum Euphoria Pink Lemonade, Magnum Wonder Golden Toffee, and Magnum Vegan Chill Blueberry Cookie.

The new ice cream stick range is dipped in Magnum’s signature cracking chocolate just like their other ice cream stick flavours. However, what makes the Pleasure Express range unique is that they have a delightful surprise awaiting you! Once you’ve taken a bite of the new ice creams, you’ll be taken to a new dimension of pleasure with a flavoured core in the ice creams!

Firstly, we’ve got the Magnum Euphoria Pink Lemonade, a playful and refreshing flavour with tangy lemon ice cream hiding a cooling and sweet raspberry sorbet core! So, essentially, you’re getting two types of frozen desserts in one stick! This flavour is coated in a smooth white cracking chocolate sprinkled with pink popping candy for a burst of flavour.

Magnum Pleasure Express: Euphoria Pink Lemonade
The Magnum Euphoria Pink Lemonade is the go-to treat on a hot summer day!

Magnum Euphoria Pink Lemonade is available islandwide in packs of 6 mini sticks and individual sticks. Of the three flavours, Magnum Euphoria Pink Lemonade is the only one with a mini version so you can consider getting a pack or two for your next gathering!

For the Magnum Wonder Golden Toffee, you’ll be in for an indulgent treat as the ice cream’s core tastes of date and toffee-flavoured ice cream! A rich golden caramel cracking chocolate topped with crunchy caramelised almond pieces covers this divine dessert to truly make the ice cream a guilty pleasure you can’t stop eating.

Magnum Pleasure Express: Wonder Golden Toffee
There can never be too much ice cream when it comes to the Magnum Wonder Golden Toffee

Magnum Wonder Golden Toffee is available islandwide in packs of 3 sticks. Individual sticks are also exclusively available at 7-Eleven for you to get your hands on whenever you want a sweet little pick-me-up!

Calling all vegans, this one’s for you! The final flavour is the Magnum Vegan Chill Blueberry Cookie! This ice cream is a fruity delight with its sweet and tart blueberry sorbet core inside the velvety biscuit and vanilla-flavoured ice cream. It is then dipped in a thick cracking vegan chocolate and covered with rich dark cookie pieces for a velvety finish. Magnum Vegan Chill Blueberry Cookie is available islandwide in packs of 3 sticks, so another one to share with friends and family!

Magnum Pleasure Express: Chill Blueberry Cookie
Kick back and relax with a Magnum Vegan Chill Blueberry Cookie in hand

All Aboard the Pleasure Express: Beyond Worlds

To elevate your Pleasure Express journey, Magnum is also introducing the Beyond Worlds exhibition! This AI-powered experience invites you to stimulate your senses and enter a realm of Euphoria, Wonder, and Chill.

Magnum Pleasure Express: Beyond Worlds
Train to Busan? More like Train to Ice Cream Heaven!

From 26 April to 5 May 2024, step onto the Pleasure Express platform at ION Art Gallery where you will embark on an adventure of mood expression and AI-powered creativity! Take a personality test to articulate your moods and preferences which will then generate a QR code that unlocks a world of immersive exploration.

Then, board the Pleasure Express AI Experience which will take you to a multi-sensory experience in the form of an AI world inspired by you. Made by AI artist Zixuan Nian, the AI artwork creations enhance the three new flavours to become vibrant and colourful visuals.

Magnum Pleasure Express: AI works
Admire AI artist Zixuan Nian’s AI artworks

A Play for Pleasure VR Mobile Experience also seeks to enhance your journey further. In the mobile game, attempt to uncover hidden Magnum ice cream sticks which promise the chance to redeem exclusive vouchers! 

Magnum Pleasure Express: Mobile Game
Have a blast trying out the Play for Pleasure VR Mobile Experience!

Finally, unleash your creativity by designing personalised postcards and documenting your Pleasure Express journey at designated stations throughout the gallery.

The Beyond Worlds Exhibition is open to the public free of charge but if you wish to redeem a complimentary Magnum Mini stick at the exhibition you can either present a proof-of-purchase (receipt/order ID) of any Magnum Ice Cream in island wide retailers or simply post your experience on Instagram (Stories/Post), Facebook, and/or TikTok! The post has to include the hashtags #MagnumSG, #PleasureExpress, and #BeyondWorlds and you have to tag @magnum for the redemption to be valid.

We’ve come to the end of your journey, are you game to try the Beyond Worlds and Magnum Pleasure Express range? Then what are you waiting for? Hop onboard before it’s too late! 

For more information, click the link to Magnum’s website.

Pleasure Express: Beyond Worlds

🗓️Date: 26 April 2024 to 5 May 2024
📍Location: 2 Orchard Turn Singapore 238801 (ION Orchard – level 4 next to lobby, A, 2 Orchard Turn, B4-39, Singapore 238801
Opening hours: 10am to 10pm daily (last walk-in at 9.30 pm)
💲Price: Free Admission

Visuals courtesy of Magnum.

Glenda Chong

Down to yap about anything related to K-Pop and pop culture anytime, anywhere.

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