Paris Baguette, a Korean bakery brand that might suggest French origins, is in fact a flagship venture of South Korea’s SPC Group. Known for its croissants, cream rolls, and Asian-infused pastries, the chain has steadily grown into a global contender in the bakery industry. With over 4,000 outlets across 14 countries, Paris Baguette is now setting its sights on even greater international expansion, including plans to open more than 1,000 new stores globally by 2030. A major part of this effort is focused on the U.S. market, where the company is building its largest overseas production facility in Texas, expected to be operational by 2027.
SPC Group’s CEO Jin-soo Hur believes that bread doesn’t have to be confined to European traditions. “Croissants are not just European; they’re universal,” he asserts, underscoring the brand’s global identity. The company, which began as a small family-run bakery 80 years ago, reported $5.6 billion in sales last year and now employs 20,000 people across its brands. Its success reflects how a distinctly Korean company is reimagining bakery traditions for a global audience.
Cultural Fusion, Innovation, and Marketing Moves
Paris Baguette is not just selling baked goods, it’s promoting Korean culture through food. The Korean bakery chain has partnered with sports teams like the English Premier League’s Tottenham Hotspur and previously France’s Paris Saint-Germain to increase its visibility and brand appeal. The company’s collaboration with Tottenham is especially symbolic, given the presence of South Korean football star Son Heung-min, although CEO Hur emphasizes that the aim is more about excellence than national pride.
To meet global demand, the brand has innovated with technology, distributing frozen dough to franchises worldwide to improve efficiency and maintain consistent quality. A halal-certified facility in Malaysia also supports markets in Southeast Asia and the Middle East. While this system helps with scale, industry experts like Chef Saverio Busato point out the trade-off: mass-produced croissants often fall short in quality compared to artisanal ones. Still, Chef Busato praised Korean-style milk bread for its flavor and texture, suggesting traditional Asian baked goods have significant potential in Western markets.
Asian bakeries are increasingly popular, not just in Asia but globally. With rising urbanization and a shift toward convenience foods, bakeries offering both classic and culturally unique items, like matcha, pandan, and red bean croissants, are winning over consumers. As Korean and Japanese pop culture gains worldwide traction, it’s helping introduce international audiences to new culinary experiences.
Navigating Economic Hurdles with a Cultural Mission
Paris Baguette’s international expansion isn’t without challenges. The ongoing global cost-of-living crisis, especially in high-inflation countries like the U.S., has created financial hurdles. While some competitors, such as Pret A Manger, have resorted to subscription models and store closures to stay afloat, SPC Group remains committed to its long-term vision.
CEO Hur emphasizes that profit isn’t the only goal: “If we are only trying to make profit, we’ll just stay in Korea.” Instead, he envisions transforming global bread culture, using Paris Baguette as a vessel to introduce more people to diverse, high-quality Korean bakery offerings. For him, opening more bakeries isn’t just good for business, it’s a contribution to spreading Korean culture and supporting communities worldwide.
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