"People Line Up for Soboru and Mammoth Bread"
'K-Bakery' Captivates Singaporean Taste Buds
Gimbap, Bulgogi, and Tteokbokki Also Sell Out
On the basement level 1 of Ion Orchard, located at the heart of the Orchard tunnel intersection?the center of shopping in Singapore?customers began lining up in front of SPC Group's Paris Baguette store just before lunchtime on July 24. Korean-style baked goods such as soboru (peanut crumble bread), milk cream bread, and hotteok, which filled the display shelves, were quickly placed into baskets.
This store, with a seating capacity of 70 (281 square meters), was bustling with customers enjoying a variety of foods including bread, beverages, and spaghetti. Jane (28), who has been living in Singapore for three years, said, "The atmosphere here is comfortable and the food is fresh, so I come often," adding, "I never get tired of the peanut crumble soboru, even if I eat it every day."
On the 24th (local time), locals are eating food at the Paris Baguette store on Basement Level 1 of Ion Orchard in Singapore.
'K-Bakery' Blending Into Daily Life of Locals
The most popular items?peanut crumble soboru, milk cream bread, and hotteok?sell 200 to 300 pieces each per day. The interior of the store is reminiscent of Paris Croissant, SPC Group's premium brand in Korea. In addition to more than 30 types of bread sold in Korea, cakes and beverages available only locally, as well as a variety of Korean-style products, are displayed. The price of bread ranges from 2.5 to 6.9 Singapore dollars (approximately 2,600 to 7,300 won). Salads, sandwiches, and cake slices, priced between 9 and 12 Singapore dollars (9,600 to 13,000 won), are also popular. A store employee explained, "The locally developed dark chocolate pistachio cake also sells well."
Since entering Singapore in 2012, SPC Group has been operating 24 directly managed Paris Baguette stores. A company representative stated, "Operating stores in key locations incurs high operating costs, but because we are growing rapidly, we expect to turn a profit soon." Paris Baguette is currently present in 14 countries, including the United States, Canada, the United Kingdom, and France.
At 3 p.m. on the 24th, all the popular products were sold out at Tous Les Jours Branch 2 near Chinatown in Singapore.
CJ Foodville's Tous Les Jours is also gaining popularity in Singapore. At the second Tous Les Jours location near Chinatown, many popular items were already sold out. A store employee explained, "Korean-style breads such as mammoth bread and cream bread sell particularly well," and added, "If you come late in the afternoon, most of the popular products are already gone." The price at Tous Les Jours ranges from 2 to 7 Singapore dollars (2,100 to 7,500 won), which is more expensive than in Korea. Tous Les Jours signed a master franchise agreement with the local company Royal T Group and opened its first store late last year, currently operating two stores. Including Singapore, Tous Les Jours is now present in a total of nine countries.
On the 25th, people are dining at Lotte Mart Express, a K-grocery specialty store located in a shop-in-shop format within the large discount store Xtra at FairPrice, situated underground in VivoCity, Singapore.
K-Delis Also Popular... Gimbap and Bulgogi Lunch Boxes Become Local Lunch Staples
The K-food boom is not limited to bakery brands. Lotte Mart Express, a K-grocery specialty store opened in a shop-in-shop format inside 'Xtra,' the hypermarket of Singapore's largest retailer Fair Price at Vivo City mall, is also receiving a great response from local customers.
Lotte Mart Express, which opened on May 15, has a floor area of 148.7 square meters and offers a wide range of products that allow customers to experience Korean flavors and culture. The store features about 100 private brand (PB) products such as 'Oneuljoeun' and 'Yorihada,' a Yorihada Kitchen specializing in freshly prepared meals, a ramen station, and more, all attracting the interest of local customers.
Especially during lunchtime on July 25, the store was crowded with office workers looking to buy gimbap and bulgogi lunch boxes. The price of one roll of gimbap is 8.9 Singapore dollars (9,500 won), tteokbokki (small) is 5.9 Singapore dollars (6,300 won), and bulgogi rice is 9.9 Singapore dollars (13,000 won), which are higher than in Korea, but local customers still lined up to enjoy Korean food. At the ramen station, people were busy preparing 'Hangang Convenience Store Ramen.' The taste was exactly like it is in Korea. A store employee said, "There are many local customers during lunchtime," and added, "Korean food is no longer considered 'exotic food' but has become something people eat regularly."
On the 25th, people are purchasing products at Lotte Mart Express, a K-grocery specialty store operating in a shop-in-shop format within the large discount store Xtra at FairPrice, located underground in VivoCity, Singapore.
'Lotte Zone' features not only about 100 popular Lotte Mart PB products, but also popular items from Lotte Wellfood and Lotte Chilsung, ranging from traditional Korean snacks to low-sugar products tailored to wellness trends. Lotte Mart Express has quickly established itself among local customers, with cumulative sales since opening exceeding five times the initial plan. A Lotte Mart representative said, "Lotte Mart supplies PB products to over 100 Fair Price stores across Singapore, playing an important role in spreading K-food and expanding PB exports," and analyzed, "Lotte Mart currently exports PB products to 13 countries, and from May to July this year, total PB export sales increased by about 50% compared to the same period last year."
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