Paris Baguette is accelerating its market penetration in Southeast Asia with the launch of its "Annyeong!" campaign, which features Korean greetings and introduces bakery products inspired by Korean food culture, including gimbap and bingsu.
On June 16, Paris Baguette announced that the "Annyeong!" campaign will be simultaneously launched across all 88 stores in six Southeast Asian countries: Singapore, Malaysia, Indonesia, Cambodia, Vietnam, and the Philippines. The campaign aims to showcase products and brand experiences inspired by Korean food and café culture, aligning with the growing K-culture trend in the region.
As part of the campaign, Paris Baguette has released four new bakery and dessert products that reinterpret popular Korean foods, including bingsu, gimbap, and rice cakes.
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 look of traditional bingsu. Other offerings include the "Korean-style Gochujang Chicken Gimbap Wrap," which wraps gimbap ingredients like gochujang-marinated chicken, pickled radish, and seaweed in pastry; the "Korean-style Sweet Rice Mochi" made with parmesan and cream cheese; and the "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 akin to visiting Korea."
Additionally, Paris Baguette has recently obtained halal certification in the Southeast Asian market. In February, all stores in Singapore received official halal certification, followed by the completion of halal certification for all stores in Indonesia last month. The company is also establishing a halal-certified production center in Johor Bahru, Malaysia, as part of its strategy to strengthen its presence in the Southeast Asian market. Currently, Paris Baguette operates over 720 stores in 12 countries worldwide.
* This article has been translated by AI.
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