123 Gelato: Hype vs. Reality - A Review of the Instagram-Famous Gelateria
123 Gelato
Words/Photos by 아이싱싱
I stumbled upon something on Instagram… even though I don't usually watch Reels, I found myself captivated by Reels of ice cream being made.
Under the name 'Doctor Ice Cream,' someone was crafting gelato in what seemed like their workshop, and the Reels were so addictive that I watched them over and over.
Apparently, this person worked in a Parisian restaurant and fell in love with ice cream… They took an ice cream class in Pennsylvania and introduced themselves as someone preparing to launch a brand in 2025.
The Reels naturally gained traction, leading to collaborations with several brands. Finally! News broke that they were opening a store in Haebangchon!!!
Even updates on the construction progress were posted, but… the location turned out to be in Ichon-dong, not Haebangchon…
Not even Yongridan-gil, but Ichon Station, surrounded by apartment complexes.
Right on the main street with a Starbucks, Artisee, and CU.
A young entrepreneur who was supposed to open in Haebangchon suddenly appears on the main street in Ichon-dong, in the Starbucks line?
The location is right across from a crosswalk, so the rent must be astronomical…
From Haebangchon to Ichon-dong all of a sudden…?
Upon visiting, the actual owner seemed different. Other blogs suggested that someone might have invested or that they opened with consulting.
I felt that way too! The recipes, marketing, and online presence are still owned by the original 'Doctor Ice Cream,' but the actual major shareholder of 123 Gelato is someone else.
The actual owner of 123 Gelato is apparently an Ichon-dong runner who transitioned to gelato, which seems to be the case. Doctor Ice Cream still visits from time to time.
Was the strategic Reels campaign from the beginning intended as a lead-up for a gelato franchise?
123 Gelato
???? 274, Ichon-ro, Yongsan-gu, Seoul
⏰ Daily 10:00 - 23:00
✔️ Seating available.
Anyway,
After watching Doctor Ice Cream's Reels for months, I visited with 300% expectations.
I heard there were long lines since the opening, but it was empty when I went for an early weekday visit.
Inside
Sure enough… Doctor Ice Cream's videos were prominently displayed inside!
They used red as an accent color, and everything from branding and design to interior was prepared from the beginning.
Since Doctor Ice Cream gained popularity on Instagram, they could have opened in Haebangchon and still had lines, even without all the fancy stuff in Ichon-dong.
It seems an investor got involved, and 123 Gelato is starting perfectly.
Even if a gelato place is delicious, it's hard to carry it around in 30-degree weather if there's no seating.
There's plenty of seating inside and near the entrance, comfortably accommodating about five groups.
I already knew Doctor Ice Cream wouldn't be there, so I knew the actual operator was someone else. But if you're visiting just based on Instagram, don't expect to see Doctor Ice Cream…
Even though Doctor Ice Cream created the recipes, I was worried about what if the investor and actual operator are different. When I arrived, there was one person who was so incredibly kind and enthusiastic about introducing the menu and offering samples. He looked like the owner!
He was very kind…
Menu
Medium (1 flavor): ₩4,800
Large (2 flavors): ₩6,800
Waffle Cone: ₩6,300
The only downside is that you can't get two flavors in a waffle cone ㅠㅠ I always eat gelato in a cone, and I like having multiple flavors, so I wish I could have three flavors in a cone ㅠ You can't get two flavors in a cone.
From vanilla, chocolate, matcha, and pistachio to the usual gelato flavors you always see.
They also had unique options like barley tea, chestnut caramel, and amaretto.
Adding toppings like crumble, cookie pieces, coconut chips, and popcorn costs ₩1,500.
The unique selling points of 123 Gelato are the ability to customize your ice cream with toppings and the waffle cones!!
Why can't I get two flavors in a waffle cone? Sob sob.
I gave up on the waffle cone and chose two flavors.
Compared to the usual price of ₩5,500 for two flavors of gelato, 123 Gelato feels a bit pricey, reflecting the Ichon-dong area prices.
How was the taste of 123 Gelato?!?
Since it's gelato made with high-quality ingredients, it can't be bad…
The taste is good, and the premium flavors fill your mouth, but… is it worth waiting in line for 20 minutes?
It's not worth waiting in line for.
Maybe it's because I had 300% expectations after seeing the Instagram posts… but it's not quite that good.
Don't misunderstand after reading this review.
It's delicious, but not worth lining up for.
There are already many great gelato places like The Martin in Seoul Forest, Gelato's KAIST Nokgi Jeon-e, the hidden gem Koconism in Chungmuro, Lady Gaga of the gelato world Akemi, and Scooper, which is always packed even on weekdays.
With more and more gelato places opening, if there's a gelato place within 30 minutes, go there.
If 123 Gelato is within 30 minutes, it's worth a visit.
Doctor Ice Cream's 123 Gelato.
Since they created such amazing branding and packaging and opened in Ichon-dong, I guess they have plans to gradually increase the number of locations?
If they open a second location near Seochon, Hannam, or Yongsan Station, I'll have to visit again.
Gelato Places Mentioned:
- Nokgi Jeon-e
- Scooper
- Koconism
- Sikhida
- The Martin
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