Baskin-Robbins Faces Backlash for Introducing ‘Lucky Vicky Mochi’ Featuring Jang Wonyoung’s English Name

Baskin-Robbins Launches Controversial “Lucky Vicky Mochi” Ahead of Exams

On November 8th, social media buzzed with discussions surrounding Baskin-Robbins’ latest product, the “Lucky Vicky Mochi.” Launched strategically ahead of college entrance exams, the dessert was promoted as a thoughtful gift option for students preparing for their big day.

Details of the Product

Baskin-Robbins describes the “Lucky Vicky Mochi” as a delightful treat featuring four heart-shaped mochis designed to resemble a four-leaf clover. The packaging also includes a handwritten letter and a decorative four-leaf clover, aiming to spread good fortune to exam candidates.

The Notorious Name: Lucky Vicky

Despite its charming concept, the product name “Lucky Vicky” ignited a wave of controversy. This phrase was popularized by IVE’s Jang Wonyoung, who mentioned it coincidentally while sharing a story with fans about enjoying freshly baked scones. Her words, combining “Lucky” with her English name “Vicky,” quickly resonated with people, ultimately integrating into a trending meme known as “Wonyoung Thinking.”

The Rise of a Meme

The initial clip featuring Jang Wonyoung, expressing delight at getting fresh bread, went viral, transforming the phrase into a cultural phenomenon among fans and wider audiences alike. Its popularity surged further after a fan’s post on X (formerly Twitter) earlier this year, leading to increased use in media and social platforms.

Interestingly, the term “Lucky Vicky” has appeared outside its original context, with rival brands like Dongseo Foods using similar phrasing in their advertisements, such as “Lucky Mite” for hot chocolate, showcasing the phrase’s growing influence.

Mixed Reactions from Fans and Netizens

Opinions regarding the name “Lucky Vicky Mochi” are decidedly divided. Some fans have expressed their concerns on social media. One user, who helped popularize the meme, criticized the choice of name, stating, “Using her name in marketing, especially from a company like SPC, known for poor labor practices, feels disrespectful.”

Further reactions from netizens echoed frustrations about the marketing decision. Comments included skepticism regarding the appropriateness of the name, raising concerns like, “It’s not just a catchy name; it’s about intellectual property,”suggesting that a lack of awareness among marketing teams on copyright issues is prevalent.

Precedents Set by Similar Events

This incident is not unprecedented in the Korean market. For instance, GS Convenience Store faced backlash over a product named “Idol Bilmayo Sesame Oil Buckwheat Noodles,” inspired by BTS’s Jungkook. Ultimately, the brand chose to reevaluate its strategy in response to public outcry.

As the debate unfolds, it is essential for brands to acknowledge the nuances of popular culture and the implications of leveraging names associated with celebrity figures without transparent permissions or ethical considerations.

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