The Korean bakery chain that says croissants don't have to be French

In the busy shopping malls of Singapore, the smell of fresh, buttery baked goods fills the air, drawing long lines of customers eager to buy delicious treats. Among the many bakeries from Korea, Japan, Taiwan, and Singapore, one stands out for its unique blend of cultural influences: Paris Baguette. Despite its French-inspired name and decor featuring the colors of the French flag and images of the Eiffel Tower, Paris Baguette is a Korean bakery chain. Jin-soo Hur, the president and CEO of SPC Group, which owns Paris Baguette, explains that bread like croissants is not just a European product but a universal one enjoyed worldwide. The company began as a small family bakery in Korea 80 years ago and has grown into a major player in the baking industry, employing 20,000 people and generating billions in sales. Today, Paris Baguette operates 4,000 stores across 14 countries, including locations in Asia, Europe, and the United States. The company has ambitious plans to open over 1,000 new stores internationally by 2030, with a focus on expanding in the US market. To support this growth, Paris Baguette is building a large factory in Texas, which will supply baked goods to the US, Canada, and Latin America when it opens in 2027.

Mr Hur sees food as an important part of culture and has linked Paris Baguette with sports to reach more people. The bakery chain has partnerships with famous football clubs like Tottenham Hotspur in England and previously with Paris St Germain in France. These partnerships allow fans to enjoy Paris Baguette products during home games. The connection is also personal, as South Korean football star Son Heung-min, who captains both the national team and Tottenham Hotspur, recently led his team to a major victory. For Mr Hur, the goal is not just about Korean pride but about being the best in the bakery business, just as Tottenham is a top football club.

Asian bakeries are known for their wide variety of baked goods, including traditional French items like croissants and pain au chocolat, as well as pastries filled with local flavors such as pandan, durian, salted egg, red bean, and matcha. Paris Baguette adapts to these tastes and meets different dietary needs by operating a halal-certified factory in Malaysia to serve customers in Southeast Asia and the Middle East. The global popularity of Korean and Japanese culture has helped Asian bakeries gain more attention worldwide. However, some experts note that using frozen dough, which Paris Baguette relies on to improve efficiency and shelf life, can affect the quality compared to handmade bread. Despite these challenges, Paris Baguette remains committed to expanding its presence globally and changing the way people enjoy bread and pastries around the world.