If you see a snaking queue in VivoCity today, know that it's for free ice cream.
For those unfamiliar, Ben & Jerry's Free Cone Day is an annual worldwide event where complimentary ice cream is given out to those in line.
This year's edition is taking place today (Apr. 16). In Singapore, the free cones are being given out for a total of eight hours — 12pm to 8pm.
These are the flavours available:
Photo by Celeste Ng.
While only one cone can be redeemed at a time, Ben & Jerry's encourages repeat queueing.
Long queue
A long line formed on the second floor of VivoCity well before the event commenced at 12pm.
In fact, it extended way past the store and wrapped around the corridors until it reached the Central Court, around 20 stores down.
Photo by Livia Soh.
For reference, Ben & Jerry's is in the East Court.
The queue near the East Court. Ben & Jery's is on the extreme left. Photo by Livia Soh.
Yet, it seems like an even longer queue is being expected, with queue poles set up in the western end — the opposite side — of the mall.
A sign marking the start of the queue in the west end is even put up. Photo by Livia Soh.
Line moves fast
When Mothership arrived at VivoCity at about 11:30am, there were about 70 people ahead of us.
An elderly couple was at the start of the queue. They told Mothership that they had spent close to two hours in line, as they thought that the giveaway started at 11am.
We observed that seven counters were open from 12pm.
It took about 10 minutes for us to get our ice cream once the staff started giving out cones.
Photo by Livia Soh.
Photo by Livia Soh.
Top photos by Livia Soh and Celeste Ng