Third Overseas Airport Entry Following Singapore and Malaysia
SPC Group announced on October 29 that its bakery brand Paris Baguette has opened a new store at Ninoy Aquino International Airport (NAIA), the main airport in Manila, the capital of the Philippines.
This new location marks Paris Baguette's third overseas airport store, following its entries into Singapore Changi Airport and Malaysia Kuala Lumpur International Airport. NAIA, the largest gateway airport in the Philippines, serves over 50 million passengers annually. With this opening, Paris Baguette aims to strengthen its brand recognition not only among local customers but also among travelers from around the world, further expanding its influence in the Southeast Asian market.
The new Paris Baguette store is located on the second floor food hall of NAIA Terminal 3, which recently underwent remodeling, and offers seating for 68 guests. Terminal 3 serves as a hub for both international and domestic flights, with an average daily foot traffic of 35,000 passengers. In addition to its bakery offerings, Paris Baguette presents a hot meal lineup featuring fusion dishes that combine Filipino and Korean flavors, such as grilled chicken galbi and spicy bulgogi cream pasta. By operating 24 hours a day, seven days a week, the store targets the needs of transit passengers and long-distance travelers at this hub airport.
The Philippines, a leading member of the Association of Southeast Asian Nations (ASEAN), is considered a market with high growth potential due to its large proportion of young people. Since opening its first store in the country, the Mall of Asia branch, in April last year, Paris Baguette has expanded to operate five locations in the Philippines. The brand’s premium caf?-style store concept and menu localization strategy, tailored to the local "malling" trend-enjoying dining and leisure in shopping malls-have been well received.
An SPC Group representative stated, "Our successive entries into international airports demonstrate that Paris Baguette’s quality and brand competitiveness are recognized in the global market. We will continue to expand our global business and promote the unique appeal of K-bakery to customers around the world."
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