Paris Baguette is launching its 'Annyeong!' campaign across all stores in six Southeast Asian countries, featuring Korean greetings and bakery products inspired by Korean food culture, including kimbap and bingsu, to accelerate its market penetration.
On June 16, Paris Baguette announced that the 'Annyeong!' campaign will be simultaneously held in all 88 stores across Singapore, Malaysia, Indonesia, Cambodia, Vietnam, and the Philippines. The campaign aims to showcase products and brand experiences inspired by Korean food and cafe culture, in line with the growing K-culture trend in the region.
Alongside the campaign, Paris Baguette has introduced four new bakery and dessert products that reinterpret popular Korean foods such as bingsu, kimbap, and songpyeon.
The flagship product, the 'Korean-style Strawberry Bingsu Cake,' features a vanilla sponge cake topped with strawberry condensed milk filling and whipped cream, served with a strawberry milk sauce to replicate the visual appeal of traditional bingsu. Other offerings include the 'Korean-style Gochujang Chicken Kimbap Wrap,' which wraps gochujang-marinated chicken, pickled radish, and seaweed in pastry, as well as 'Korean-style Sweet Rice Mochi' made with parmesan and cream cheese, and 'Korean-style Sparkling Yuzu Mint Tea' enhanced with domestic yuzu.
Customers who make purchases will have the chance to win round-trip tickets to Korea through a promotional event running until July 15. Paris Baguette plans to develop this campaign into a regular brand event to promote the value of K-bakery to local consumers.
Hana Lee, head of Paris Baguette's Asia, Middle East, and Africa (AMEA) division, stated, "We designed this campaign to introduce Southeast Asian customers to the unique Korean culture that can only be experienced at Paris Baguette. Through products and brand experiences that embody Korean heritage, we aim to provide an experience reminiscent of visiting Korea."
Meanwhile, Paris Baguette has recently obtained halal certification in Southeast Asia. In February, all stores in Singapore received official halal certification, followed by the completion of halal certification for all stores in Indonesia last month. In Malaysia, a halal-certified production center was established in Johor Bahru last year, laying the groundwork for its expansion in the Southeast Asian market. Currently, Paris Baguette operates over 720 stores in 12 countries worldwide.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.