Redefining Bakery Norms: How Paris Baguette Blends Korean Heritage with Global Appeal**

As Paris Baguette expands its international footprint, it aims to challenge conventional bakery standards through innovation and the infusion of Asian flavors into traditional baked goods, despite the challenges posed by the global economic landscape.**

Paris Baguette, a thriving Korean bakery chain, is shifting the paradigm of baked goods as it aims for global expansion while embracing its roots. Known for its sweet, buttery treats reminiscent of classic French pastries, Paris Baguette is determined to assert that croissants and other beloved items transcend boundaries—they are universal.

With 4,000 stores worldwide, including recent openings in France and the United Kingdom, the brand anticipates a surge in operations, aspiring to establish over 1,000 new branches globally by 2030, particularly in the U.S. A significant investment in a Texas-based factory is poised to support this ambitious growth, supplying a vast market that includes the U.S., Canada, and Latin America.

Jin-soo Hur, CEO of SPC Group, emphasizes an inclusive philosophy around food. “I would say it’s a universal product,” he stated, asserting the need to diversify the bakery market beyond traditional European influences. The brand has partnered with sports teams like Tottenham Hotspur, which adds to its cultural presence while forging connections through food.

As urban lifestyles evolve, the concept of convenience in dining is fostering demand for on-the-go options. While traditional baked goods remain, tastes are evolving to include Asian-inspired flavors such as matcha and red bean, appealing to a global clientele eager for novelty.

In its commitment to authenticity, Paris Baguette operates a halal-certified plant in Malaysia to cater to Asian and Middle Eastern markets. Food culture is undeniably intertwined with local and global trends, as evidenced by the rising interest in Asian flavors worldwide. Chef Saveria Busato notes that exposure to Korean and Japanese cultures is driving curiosity and acceptance of these culinary innovations.

Yet there are challenges ahead. The rising cost of living and inflation in markets like the U.S. pose significant pressures on growth, echoing struggles faced by competitors in the fast-food sector. Still, Hur insists his ambition goes beyond profit; it is about effecting a genuine transformation in global bread culture. “If we are only trying to make profit, we’ll just stay in Korea,” he concludes, reinforcing a commitment to innovation and cultural exchange, core tenets of Paris Baguette’s vision for the future.