SPC Opens First Paris Baguette Store in Malaysia's Capital City

Pavilion Kuala Lumpur Branch... 94 Seats
European-Style Premium Bakery Cafe Interior

On the 18th (local time), customers are visiting the first Paris Baguette store in Malaysia, 'Pavilion Kuala Lumpur,' which opened. Photo by SPC

[Asia Economy Reporter Moon Hyewon] SPC announced on the 19th that it has opened the first Paris Baguette store in Malaysia, ‘Pavilion Kuala Lumpur,’ located in Kuala Lumpur, the capital of Malaysia. This comes six months after establishing the joint venture ‘Berjaya Paris Baguette’ with the local partner Berjaya Group in June last year for the Malaysian business.

SPC plans to actively expand into the halal market of 1.9 billion people, including Southeast Asia and the Middle East, using the SPC Johor Bahru factory, scheduled to be completed in the second half of this year, as its forward base.

The store is located on the 3rd floor of Pavilion Kuala Lumpur, a premium multiplex in Bukit Bintang, the largest commercial area in Kuala Lumpur, Malaysia, with a size of 264㎡ and 94 seats.

Paris Baguette will apply its unique open kitchen concept to showcase freshly baked bread, fresh salad sandwiches, brunch, pasta, and other hot deli products. Considering Malaysia’s cultural characteristics with a high proportion of Muslims, no pork is used in any products. Popular items in Indonesia and Cambodia such as glutinous rice donuts, wang kwabaegi (twisted doughnuts), and crab stick croquettes will also be introduced. Various breads, desserts, beverages, and brunch menus developed to suit local tastes will be sold in the future.

The interior uses wooden materials to match the European-style premium bakery cafe concept, and Paris Baguette’s brand color, navy blue, is utilized to create a luxurious and warm atmosphere. Additionally, the high ceiling adds to a comfortable feeling.

Furthermore, in line with the Korean Wave fever in Malaysia, various customer events such as K-POP concert ticket giveaways will be held to engage Malaysian consumers.

The opening ceremony was attended by SPC President Heo Jin-su, Berjaya Group Chairman Vincent Tan, Berjaya Food Group CEO Sydney Kiss, Malaysian Minister of Domestic Trade and Consumer Affairs Salahuddin Ayub, and Ambassador of the Republic of Korea to Malaysia Yeo Seung-bae, among others.

President Heo said, “We will work with Berjaya Group to make Paris Baguette a beloved brand in Malaysia as well.”