Paris Baguette opens 7 new stores in SE Asia in one month

Paris Baguette, the bakery franchise owned by South Korea's SPC Group, said on Tuesday that it opened seven stores in Southeast Asia in one month.

From Nov. 8 to Dec. 12, Paris Baguette opened two stores in Kuala Lumpur, Malaysia, three in Singapore, and two in Surabaya and Medan, Indonesia, marking the most store openings in a month for the brand in Southeast Asia since entering the market in 2012.

The premium brand strategy pursued by Paris Baguette aligns well with the recent rapid economic growth and consumer trends in Southeast Asian countries.

The company's entry strategy, including joint ventures with local companies in Malaysia and Indonesia, has accelerated expansion in Southeast Asia.

In August, Paris Baguette signed a master franchise agreement with local companies Berjaya Food and Middle Trade for entry into the Philippines.

The company has also inaugurated the Johor Bahru plant in Malaysia to target the world's halal market, accounting for 24% of the global population, and is actively expanding its business in the region's market.

The seven newly opened stores are all located in shopping malls such as Kuala Lumpur TRX Mall, Singapore Hillion Mall, and Surabaya Pakuwon Mall, reflecting the malling culture. Paris Baguette has strengthened its made-to-order menu, prepared after ordering, and the hot meal menu, which is served warm as a meal alternative.

The malling culture reflects the trend in the Southeast Asian market where shopping, dining, and leisure activities are enjoyed within the same space. Paris Baguette is expanding its stores, focusing on key commercial areas that align with this trend.

The company operates over 520 stores in 10 countries, including the United States, Canada, France, the United Kingdom, China, Singapore, Malaysia, Indonesia, Vietnam and Cambodia.

Write to Ji-Yoon Yang at yang@hankyung.com