BBC Highlights Paris Baguette
"Includes 'Paris' in the Name and Features the Eiffel Tower, but 100% Korean"
Foreign media have highlighted Paris Baguette, the bakery franchise operated by SPC Group.
On June 12 (local time), the BBC reported, "Paris Baguette includes 'Paris' in its name and features the Eiffel Tower on its sign, but it is 100% Korean," adding, "It was the first Korean bakery brand to open a store in China."
The report continued, stating that SPC recorded $5.6 billion (about 47.6115 trillion won) in sales last year, and described the company as "a major producer of bread and pastries in Korea, with around 4,000 stores across 14 countries including Asia, Europe, and the United States." The BBC also noted that once the Texas factory is completed in 2027, Paris Baguette plans to supply products to the United States, Canada, and Latin America as well.
The BBC also reported that Paris Baguette has formed a partnership with Tottenham Hotspur of the English Premier League (EPL), using sports as a strategic focus. Paris Baguette also signed a similar two-season deal with Paris Saint-Germain in France, providing baked goods and desserts to fans on home game days. The BBC cited an interview with SPC President Hur Jinsoo, who said, "Food is culture," and added, "Tottenham is the best, but Paris Baguette also wants to be the best."
The BBC especially emphasized the wide variety of breads available at Paris Baguette. "While there are plenty of main menu items such as chocolat and sandwiches, there are also many breads tailored to Asian tastes, including croissants and pastries filled with red bean or matcha," the report said.
Saverio Busato, a chef at an American culinary school in Singapore, told the BBC, "Korean and Japanese cultures are extremely popular worldwide, so I want to try a variety of breads." After tasting Paris Baguette's bread, he praised it, saying, "It has a truly fantastic flavor. There is a subtle aroma of milk, and the texture is soft and fluffy. It tastes like the snacks I used to bring to school as a child."
However, the BBC pointed out that overcoming issues such as rising prices remains a challenge for SPC. One of Paris Baguette's competitors, the well-known British bakery brand Pret a Manger, was significantly impacted by the aftermath of COVID-19, resulting in the closure of dozens of stores. Since then, Pret a Manger has been making various efforts, such as launching a subscription service. Quoting President Hur, the BBC reported, "Paris Baguette's goal is not to generate profit," adding, "The goal is to change bread culture around the world."
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