Magnum, the pioneer of decadent ice cream pleasure, proudly unveils its newest crafted expression of indulgence, Magnum Pistachio Signature. Launching alongside Magnum’s global House of Magnum campaign, Magnum Pistachio Signature defines indulgence through ingredient-led craftsmanship and Magnum’s unmistakable cracking chocolate experience.
For the first time ever, Magnum introduces a specially crafted coating designed to celebrate premium-quality pistachio, and finished with Magnum’s iconic cracking Belgian Chocolate. At its heart lies dense and silky pistachio ice cream, intertwined in a rich marble pattern to create a harmonious balance of flavour and texture. More than just a flavour, Magnum Pistachio Signature transforms pistachio into its most elevated form: a refined celebration of craftsmanship and sensorial indulgence, created for Pleasure Seekers looking to explore new dimensions of indulgence.
“Magnum has always been about pushing the boundaries of indulgence while staying True to Pleasure. With Magnum Pistachio Signature, we set out to reimagine pistachio through a more refined and elevated lens by bringing together premium ingredients, indulgent textures, and Magnum’s iconic cracking chocolate into one crafted experience,” said Maggie Tay, General Manager of The Magnum Ice Cream Company, Malaysia and Singapore. “Designed for Pleasure Seekers who appreciate sophistication in every detail, Magnum Pistachio Signature reflects our continued commitment to transforming everyday indulgence into a sensorial and elevated experience.”
With the launch of Magnum Pistachio Signature, Magnum transformed the Oval Concourse of 1 Utama Shopping Centre into Magnum Pistachio Atelier. Designed to celebrate craftsmanship, artistry, and flavour, the immersive experience invited guests into a world where every detail was thoughtfully curated to create a truly sensorial journey.
The event welcomed a lineup of local personalities including Aedy Ashraf, Siti Saleha, and May Ho, whose presence brought an added sense of glamour and sophistication to the celebration. Reimagining Magnum as a modern creative house where every texture, detail, and signature crack is intentionally crafted for indulgence, the event seamlessly blended the worlds of fashion, artistry, and flavour into a sensorial celebration of pleasure, brought to life through curated activations that reflect Magnum’s belief that true pleasure is never accidental, but shaped through intention and craftsmanship.
Elevating the experience further was the iconic “Make My Magnum” bar, Magnum’s signature bespoke indulgence station where guests were invited to craft their own Magnum Pistachio Signature masterpiece. From curated toppings to decadent finishing touches, every creation became a personalised expression of indulgence, transforming each Magnum Pistachio Signature into a luxurious work of edible artistry.
Extending the experience beyond the immersive activations, Magnum is also collaborating with Contour.PJ to present a specially curated menu of artisanal creations inspired by Magnum Pistachio Signature. Thoughtfully crafted to complement the rich and refined notes of pistachio indulgence, the exclusive selection reimagined Magnum’s signature flavours through elevated desserts, decadent pastries, and bold flavour pairings, offering guests a distinctive culinary experience where artistry and indulgence came together seamlessly.
The immersive concourse experience at 1 Utama Shopping Centre will be open to the public until 14 June 2026, inviting Pleasure Seekers to immerse themselves in a world of indulgence and experience Magnum Pistachio Signature up close.