Korean Bakery Paris Baguette Aims to Revolutionize Global Bakery Culture

Paris Baguette, a prominent Korean bakery chain, is challenging traditional notions of where baked goods derive from as it forges ahead with international expansion plans. Originating from a humble family bakery in South Korea, this brand now boasts around 4,000 stores in 14 countries worldwide, heavily investing in markets like the US with ambitious plans to establish over 1,000 new branches by 2030.

In an interview, SPC Group's president, Jin-soo Hur, emphasized that pastries like croissants are universal products that go beyond any one culture. While trying to capture the growing demand for convenience and diverse flavors, Paris Baguette aims to maintain its roots while integrating local tastes wherever it expands. The bakery's partnership with sports teams, including England's Tottenham Hotspur, showcases its strategy of blending food with culture. However, as the chain navigates inflation and evolving consumer behaviors, it balances profitability with a desire to transform global bread culture, striving for a place in the culinary hearts of many around the world.