Descend into the basement level of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers, tongs in hand, carefully select from an array of cream rolls, milk breads, croissants, and pastries displayed in well-stocked cabinets.

Paris Baguette, despite its name suggesting a French origin, with its tricolore-inspired decor and Eiffel Tower signage aiming for a Parisian café ambiance, is wholly Korean.

“I wouldn’t limit our bread to solely French origins. We are a global brand,” clarifies Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company. “Like croissants; are they European? I’d say they’re universal.”

SPC’s history traces back eighty years to a small family bakery. Now a major South Korean bread and pastry producer, it employs 20,000 people across its brands and reported $5.6 billion in sales last year.

Established in 1988, Paris Baguette was a pioneer, becoming the first Korean bakery brand to expand internationally, opening in China, a market that remains significant.

Currently boasting 4,000 stores across 14 countries, including locations in Asia, Europe, and the US, Paris Baguette plans ambitious overseas expansion, targeting over 1,000 new international branches by 2030, with a strong focus on the US market.

A substantial investment in a Texas factory, set for completion in 2027, will become its largest overseas production facility, supplying the US, Canada, and Latin America.

Mr. Hur prioritizes conquering the American market, viewing it as a testament to Paris Baguette’s global success. Strategic partnerships, such as the one with English Premier League club Tottenham Hotspur, play a key role in their expansion strategy.

A previous collaboration with Paris Saint-Germain further highlights this approach, providing match-day refreshments to fans. “Food is culture. Sports bring large crowds, and the atmosphere in London is always vibrant,” Mr. Hur notes.

While Son Heung-min, captain of both Tottenham and the South Korean national team, recently led Spurs to victory, Mr. Hur emphasizes that the partnership transcends nationality, viewing Tottenham as a “top club” and aligning Paris Baguette with similar aspirations.

Acknowledging the challenges of traditional dough production, Mr. Hur highlights the company’s system of delivering frozen dough to franchises globally, improving efficiency and extending shelf life.

Asia’s rich baking heritage, coupled with rapid urbanization and evolving lifestyles, fuels the growing demand for convenient on-the-go foods. Bakeries across the region offer a vast range of products, blending classic items like pain au chocolat with Asian-inspired flavors such as pandan, durian, salted egg, red bean, and matcha.

Paris Baguette caters to this demand through a halal-certified Malaysian facility, supplying Southeast Asia and the Middle East.

The global fascination with Korean culture presents a significant opportunity for Asian bakeries. Saverio Busato, a pastry chef at the Culinary Institute of America in Singapore, observes, “Korean and Japanese culture is so popular; people see it on screen and want to try it.” He notes the surprising presence of Asian bakeries even in Italy.

However, questions remain regarding the quality of frozen dough versus artisanal baking. A blind taste test with Chef Busato revealed shortcomings in a frozen croissant, lacking honeycomb structure and butter flavor.

Chef Busato acknowledges the limitations of mass production, yet finds a Korean milk bread exceptional, believing it would thrive in European markets.

The cost-of-living crisis, particularly US inflation, presents a significant challenge for Paris Baguette’s US expansion. Mr. Hur acknowledges the impact, referencing Pret A Manger’s struggles as an example of the industry’s current difficulties.

Despite these economic headwinds, Mr. Hur asserts that profit is not the sole objective. “If we only sought profit, we’d remain in Korea,” he states. “We aim to transform global bread culture and continue expanding—beneficial for our nation and consumers.”

Descend into the basement level of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers, tongs in hand, carefully select cream rolls, milk breads, croissants, and an array of pastries from well-stocked display cases.

Paris Baguette, while clearly drawing inspiration from its namesake, incorporates French-inspired décor – tricolor accents, Eiffel Tower imagery, and a Parisian café ambiance.

However, its origins are distinctly Korean.

“I wouldn’t confine our bread solely to French influences. We are a global brand,” explains Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company.

“Take croissants, for instance; are they solely European? I’d argue they’re universal.”

SPC’s history stretches back 80 years to a small family bakery. Now a major player in South Korea’s mass-produced bread and pastry sector, it employs 20,000 people across its brands, boasting sales of $5.6 billion (£4.26 billion) last year.

Established in 1988, Paris Baguette was the first Korean bakery to expand internationally, opening its first store in China, a market that remains significant.

Today, it boasts 4,000 stores across 14 countries, spanning Asia, Europe, and the US.

Ambitious overseas expansion plans are underway, targeting over 1,000 new international branches by 2030, with a significant focus on the US market.

A new Texas factory, slated for completion in 2027, will serve as its largest overseas production facility, supplying the US, Canada, and Latin America.

Mr. Hur prioritizes conquering the American market, viewing it as a testament to Paris Baguette’s global success.

Strategic sports partnerships are central to Paris Baguette’s marketing strategy, including a current collaboration with Tottenham Hotspur of the English Premier League.

A previous two-season agreement with Paris Saint-Germain provided fans with Paris Baguette products during home games.

“Food is culture. Sports bring large crowds, creating a positive atmosphere,” notes Mr. Hur.

While Son Heung-min, captain of both South Korea’s national team and Spurs, recently led his team to victory, the partnership’s significance for Mr. Hur transcends nationality.

Tottenham’s status as a “top club” aligns with Paris Baguette’s aspiration to be “best in class,” he explains.

Mr. Hur acknowledges the challenges of traditional dough preparation, citing his company’s system of delivering frozen dough to franchises globally as a key efficiency and shelf-life enhancer.

Asia’s rich baking heritage is evolving alongside rapid urbanization and changing lifestyles, driving demand for convenient on-the-go foods.

Regional bakeries offer diverse options, blending traditional staples like pain au chocolat with Asian-inspired flavors such as pandan, durian, salted egg, red bean, and matcha.

Paris Baguette addresses this demand through a halal-certified Malaysian facility supplying Southeast Asia and the Middle East.

The current global fascination with Korean culture presents a significant opportunity for Asian bakeries, according to experts.

The widespread popularity of Korean and Japanese culture globally leads to increased willingness to try associated foods, notes Saverio Busato, a pastry and bakery chef at the Culinary Institute of America in Singapore.

“I recently returned from Italy and was surprised to see numerous Asian bakeries there. It was encouraging to see locals exploring these options.”

However, questions remain regarding the quality comparison between frozen dough and artisanally produced baked goods.

A blind taste test conducted with Chef Busato revealed shortcomings in a frozen-dough croissant: lack of honeycomb structure, insufficient lamination, and a gluey texture.

Chef Busato acknowledges the practical limitations of maintaining artisan standards in mass production, emphasizing the reliance on frozen dough for large-scale operations.

Conversely, a Korean milk bread received positive feedback, with Chef Busato suggesting its potential success in European markets.

The global cost-of-living crisis, particularly US inflation, poses a major challenge for Paris Baguette’s US expansion. Mr. Hur highlights the need for business adaptation to maintain profitability.

Competitor Pret A Manger’s struggles, including store closures and job cuts, underscore the economic pressures facing the industry.

While acknowledging the economic headwinds, Mr. Hur emphasizes that profit isn’t his sole objective. “If profit were our only goal, we’d remain in Korea,” he states.

“Our aim is to transform global bread culture. We strive to continue expanding, benefiting both our country and consumers.”

Descend into the basement level of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers, tongs and trays in hand, select from an array of cream rolls, milk breads, croissants, and pastries displayed in well-stocked cabinets.

Paris Baguette, while clearly drawing inspiration from its namesake, uses French-themed décor, including the tricolore and Eiffel Tower imagery, aiming for a Parisian café atmosphere.

However, its origins are firmly Korean.

“I wouldn’t limit our bread solely to French influences. We’re an international brand,” explains Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company. “Croissants, for instance—are they European? I’d say they’re universal.”

SPC’s history traces back 80 years to a small family bakery. Now a major South Korean bakery producer, it employs 20,000 people across its brands and reported $5.6 billion (£4.26 billion) in sales last year.

Established in 1988, Paris Baguette was the first Korean bakery to expand internationally, opening in China, a market that remains significant. Today, it boasts 4,000 stores across 14 countries in Asia, Europe, and the US.

With ambitious expansion plans, Paris Baguette aims to add over 1,000 international locations by 2030, many in the US. A new Texas factory, slated for completion in 2027, will be its largest overseas production facility, supplying the US, Canada, and Latin America.

Mr. Hur prioritizes the American market, viewing its conquest as a key marker of international success.

Strategic sports partnerships are central to Paris Baguette’s strategy. A current partnership with Tottenham Hotspur in the English Premier League follows a previous two-season deal with Paris Saint-Germain, providing baked goods at home games.

“Food is culture. Sports bring large crowds to stadiums, and London always has a great atmosphere,” Mr. Hur notes.

While Son Heung-min, captain of both Tottenham and the South Korean national team, recently led Spurs to victory, Mr. Hur emphasizes that the partnership’s value lies beyond nationality. Tottenham’s status as a “top club” aligns with Paris Baguette’s own aspirations for excellence.

Mr. Hur acknowledges the challenges of traditional dough-making, stating that his company’s system of delivering frozen dough globally enhances efficiency and extends shelf life.

Asia boasts a rich baking heritage, but rapid urbanization and lifestyle changes fuel a growing demand for convenient on-the-go foods. Bakeries across the region offer diverse selections, including classic items alongside Asian-inspired flavors like pandan, durian, salted egg, red bean, and matcha.

Paris Baguette is meeting this demand through a halal-certified Malaysian facility supplying Southeast Asia and the Middle East.

The global rise in Korean culture presents a significant opportunity for Asian bakeries. Saverio Busato, a pastry chef at the Culinary Institute of America in Singapore, notes the increasing visibility of Asian bakeries in international markets, even in Italy.

However, the question of frozen dough’s impact on quality remains. A blind taste test with Chef Busato revealed shortcomings in a croissant made with frozen dough, lacking the texture and flavor of artisan-made goods.

Chef Busato acknowledges the limitations of mass production, but expressed positive feedback on a Korean milk bread, suggesting potential success in European markets.

The cost-of-living crisis, particularly US inflation, poses a major challenge for Paris Baguette’s US expansion. Mr. Hur highlights the impact on various companies, citing Pret A Manger’s struggles as an example.

While acknowledging economic pressures, Mr. Hur emphasizes that profit isn’t his sole objective. “If profit were our only goal, we’d stay in Korea,” he states. “We aim to transform global bread culture and continue expanding, benefiting both our country and consumers.”

Descend into the basement level of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers eagerly select cream rolls, milk breads, croissants, and an array of pastries from well-stocked display cases.

Paris Baguette, while drawing inspiration from its namesake, utilizes French-themed décor—tricolore colors, Eiffel Tower imagery, and a Parisian café ambiance.

However, its origins are firmly Korean.

“I wouldn’t confine our bread solely to French influences. We are a global brand,” explains Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company.

“Take croissants, for example; are they solely European? I’d argue they’re universal.”

SPC’s history traces back 80 years to a small family bakery. Now a leading South Korean bakery producer, it employs 20,000 and reported $5.6 billion (£4.26 billion) in sales last year.

Paris Baguette, established in 1988, was the first Korean bakery to expand internationally, opening in China—a market that remains significant.

Today, it boasts 4,000 stores across 14 countries, spanning Asia, Europe, and the US.

Paris Baguette has ambitious international expansion plans, targeting over 1,000 new international branches by 2030, with a substantial focus on the US market.

A new Texas facility, slated for completion in 2027, will serve as its largest overseas production hub, supplying the US, Canada, and Latin America.

For Mr. Hur, conquering the American market is paramount, representing a significant benchmark of international success.

Strategic sports partnerships play a key role in Paris Baguette’s strategy, notably its current collaboration with Tottenham Hotspur of the English Premier League.

A previous two-season partnership with Paris Saint-Germain saw the bakery provide baked goods and desserts at home games.

“Food is culture. Sports bring large crowds, and London has a great atmosphere,” Mr. Hur observes.

While Son Heung-min, captain of both South Korea’s national team and Spurs, recently led his team to Europa League victory, the partnership’s significance for Mr. Hur transcends nationality.

Tottenham’s status as a “top club” aligns with Paris Baguette’s aspiration to be “best in class,” he emphasizes.

Mr. Hur notes the challenges of traditional dough-making, highlighting his company’s system of delivering frozen dough to franchises globally for enhanced efficiency and extended shelf life.

Asia’s rich baking heritage, coupled with rapid urbanization and changing lifestyles, fuels a growing demand for convenient food options.

Regional bakeries already offer immense variety, including classic items like pain au chocolat and sandwiches, alongside innovative Asian-inspired flavors—pandan, durian, salted egg, red bean, and matcha being prominent examples.

Paris Baguette is meeting this demand through a halal-certified facility in Malaysia, supplying Southeast Asia and the Middle East.

The global fascination with Korean culture presents a significant opportunity for Asian bakeries, experts suggest.

The widespread popularity of Korean and Japanese culture internationally means “people see it on screen, and they want to try it,” notes Saverio Busato, a pastry chef at the Culinary Institute of America, Singapore.

“I recently returned from Italy and was surprised by the numerous Asian bakeries there. It was encouraging to see locals exploring these options.”

However, a crucial question remains: can frozen dough replicate the quality of artisan-baked goods?

A blind taste test with Chef Busato revealed a less-than-favorable assessment of a croissant made with frozen dough. He noted its lack of honeycomb structure, weak lamination, absence of butter flavor, and gluey texture.

Chef Busato acknowledges the practical limitations of achieving artisanal standards in mass production, necessitating the use of frozen dough for large-scale operations.

Regarding traditional Asian baked goods, Chef Busato’s positive response to a Korean milk bread suggests potential for European success.

The cost-of-living crisis presents a significant challenge, particularly US inflation, as Paris Baguette aims for American market penetration. Mr. Hur notes the need for companies to adapt to changing economic realities.

Competitors like Pret A Manger’s struggles, including outlet closures and job cuts, underscore the economic pressures facing the industry.

While acknowledging the global economic climate, Mr. Hur insists that profit is not his sole objective. “If profit were our only goal, we’d remain in Korea,” he states. “We aim to transform global bread culture and continue expanding—benefiting both our country and consumers.”

Descend into the basement level of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers navigate crowded displays, selecting cream rolls, milk breads, croissants, and an array of pastries.

Paris Baguette, while evoking a distinctly Parisian aesthetic with its tricolore décor and Eiffel Tower signage, aiming for the ambiance of a charming Parisian café, is entirely Korean in origin.

“I wouldn’t limit our bread to being solely from France. We are an international brand,” clarifies Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company. “Croissants, for instance – are they European? I’d say they’re universal.”

SPC’s history traces back 80 years to a small family bakery. Now a major player in South Korea’s baked goods sector, employing 20,000 across its brands, SPC reported sales of $5.6 billion last year.

Established in 1988, Paris Baguette was the first Korean bakery to expand internationally, opening in China, a market that remains significant. Today, it boasts 4,000 stores across 14 countries, spanning Asia, Europe, and the US.

Paris Baguette has ambitious expansion plans, targeting over 1,000 new international branches by 2030, with a strong focus on the US market. A new Texas factory, slated for completion in 2027, will be its largest overseas production facility, supplying the US, Canada, and Latin America.

For Mr. Hur, conquering the American market is paramount, representing a benchmark of international success. Strategic partnerships, such as its current sponsorship of Tottenham Hotspur, play a key role.

Previous collaborations included a two-season deal with Paris Saint-Germain, providing baked goods at home games. “Food is culture,” Mr. Hur explains. “Sports bring people together, and London has a great atmosphere.”

While Son Heung-min, former Spurs captain and captain of South Korea’s national team, led Tottenham to victory in the Europa League, the focus for Mr. Hur isn’t solely on national pride. Tottenham represents a “top club, and Paris Baguette aims to be best in class,” he states.

Acknowledging the challenges of traditional dough preparation, Mr. Hur highlights the efficiency and extended shelf life provided by the company’s frozen dough distribution system.

Asia’s rich baking heritage, coupled with rapid urbanization and changing lifestyles, fuels a growing demand for convenient food options. Bakeries in the region offer a vast array of choices, blending traditional staples with Asian-inspired flavors like pandan, durian, salted egg, red bean, and matcha.

Paris Baguette caters to this demand through a halal-certified facility in Malaysia, servicing Southeast Asia and the Middle East. The global fascination with Korean culture presents further opportunities for Asian bakeries, according to experts.

Saverio Busato, a pastry chef at the Culinary Institute of America in Singapore, notes the rising popularity of Korean and Japanese culture, stating, “People see it on screen and are more inclined to try it.” He recounts observing numerous Asian bakeries in Italy during a recent trip.

However, the quality of frozen dough versus artisanal methods remains a point of contention. A blind taste test with Chef Busato revealed shortcomings in a frozen croissant: lack of honeycomb structure, weak lamination, and absence of butter flavor.

Chef Busato acknowledges the practicalities of mass production, conceding that frozen dough is often necessary. Conversely, a Korean milk bread received high praise, deemed suitable for European markets.

The cost-of-living crisis, particularly US inflation, poses a significant challenge for Paris Baguette’s US expansion. Mr. Hur cites the need for many companies to adapt their business models to remain profitable, referencing Pret A Manger’s struggles.

While acknowledging economic pressures, Mr. Hur emphasizes that profit isn’t his sole objective. “If we only focused on profit, we’d stay in Korea,” he explains. “We aim to reshape global bread culture, expanding our bakeries for the benefit of our country and the world.”

Descend into the lower levels of any major Singaporean shopping mall, and the aroma of freshly baked goods will likely greet you.

Long queues consistently form at Korean, Japanese, Taiwanese, and Singaporean bakeries. Customers, tongs in hand, carefully select from an array of cream rolls, milk breads, croissants, and fruit pastries displayed in brimming cabinets.

Paris Baguette, despite its name suggesting a French origin, with its tricolore decor and Eiffel Tower signage aiming for a Parisian cafe atmosphere, is entirely Korean.

“I wouldn’t limit our bread to solely French origins. We are an international brand,” clarifies Jin-soo Hur, President and CEO of SPC Group, Paris Baguette’s parent company. “Like croissants; would you say that’s a purely European product? I’d say it’s universal.”

SPC’s history dates back 80 years to a small family bakery. Now a major South Korean bakery producer, it employs 20,000 and reported $5.6 billion (£4.26 billion) in sales last year.

Established in 1988, Paris Baguette was the first Korean bakery to expand internationally, opening in China, a market that remains significant. Today, it boasts 4,000 stores across 14 countries, including locations in Asia, Europe, and the US.

Ambitious expansion plans are underway, targeting over 1,000 new international branches by 2030, with a strong focus on the US market. A new Texas factory, slated for completion in 2027, will become its largest overseas production facility, supplying the US, Canada, and Latin America.

Mr. Hur emphasizes the importance of the American market, viewing its conquest as a key indicator of Paris Baguette’s global success.

Strategic partnerships with sports teams, including Tottenham Hotspur and previously Paris Saint-Germain, are central to the brand’s strategy, offering baked goods at home games.

“I believe food is culture. Sports bring large crowds to stadiums, and the atmosphere in London is always vibrant,” Mr. Hur explains.

While Son Heung-min, former Spurs captain and captain of South Korea’s national team, contributed to the team’s recent Europa League victory, Mr. Hur emphasizes the partnership’s significance beyond this individual connection. Tottenham’s status as a top club aligns with Paris Baguette’s ambition to be a best-in-class brand.

Mr. Hur acknowledges the challenges of traditional dough-making, highlighting the company’s system of delivering frozen dough to franchises globally for improved efficiency and shelf life.

Asia’s rich baking heritage, coupled with urbanization and evolving lifestyles, fuels a growing demand for convenient food options. Existing bakeries offer diverse selections, including staples alongside Asian-inspired flavors like pandan, durian, salted egg, red bean, and matcha.

Paris Baguette caters to this demand through a halal-certified Malaysian plant, serving Southeast Asia and the Middle East.

The global popularity of Korean culture presents a significant opportunity for Asian bakeries. “Korean and Japanese culture is so popular globally now that people see it on screen and are willing to try it,” notes Saverio Busato, a pastry chef at the Culinary Institute of America in Singapore.

“I recently returned from Italy and was surprised to see many Asian bakeries there—a positive sign of exploration by local Italians.”

However, the quality of frozen dough versus artisanal methods remains a question. A blind taste test with Chef Busato revealed shortcomings in a frozen-dough croissant, lacking honeycomb structure, butter flavor, and exhibiting a gluey texture.

Chef Busato acknowledges the limitations of mass production, but praised a Korean milk bread, suggesting its potential for European success due to its fluffy texture and appealing milk flavor.

The cost-of-living crisis poses a significant challenge, particularly US inflation, impacting Paris Baguette’s US expansion. Mr. Hur notes that many companies are adapting to maintain profitability.

Competitor Pret A Manger’s struggles, including outlet closures and job cuts, highlight the economic pressures faced by the industry. While acknowledging these challenges, Mr. Hur emphasizes that profit isn’t his sole objective.

“If we focused solely on profit, we’d remain in Korea,” he states. “We aim to transform global bread culture. Expanding our bakeries benefits both my country and people worldwide.”