Croissants Without Borders: How Paris Baguette is Redefining Global Bakery Culture

Step into any vibrant mall in Singapore and you’re enveloped by an enchanting aroma of freshly baked goods. The Korean bakery chain Paris Baguette stands out amid a diverse assortment of Asian bakeries, bringing a unique twist to the craved croissant. Despite carrying a name that evokes French charm, the president of SPC Group, Jin-soo Hur, insists that their products are universally appealing. Paris Baguette isn’t confined to French traditions; it embraces an international identity, a philosophy that has seen the brand flourish globally.

Founded 80 years ago, SPC Group has transformed from a humble family-run operation into a $5.6 billion powerhouse, boasting 4,000 stores across 14 countries. Their extensive plan aims to establish 1,000 new branches internationally by 2030, especially focusing on the US market. A key aspect of their expansion includes investing in a new factory in Texas to serve the American, Canadian, and Latin American markets.

The brand strategically aligns with sports, collaborating with elite football clubs like Tottenham Hotspur to enhance their visibility. This partnership resonates with South Koreans, notably as Son Heung-min, captain of both the national team and Spurs, champions their products.

Innovations in production, such as using frozen dough, also contribute to their efficiency and extended shelf life. The demand for convenience is there, and Paris Baguette responds with unique flavors that incorporate Asian inspirations, like pandan and matcha, broadening the horizons of traditional baked goods.

Experts predict an exciting future for Asian bakeries due to the rising interest in Korean culture worldwide, as more consumers are eager to explore authentic Asian flavors. However, the quality of mass-produced bread using frozen dough raises questions. Chef Saverio Busato points out that while artisanal standards may be compromised, certain products like Korean milk bread have an appealing quality that could resonate in European markets.

Despite challenges posed by global economic pressures and competition, particularly from Pret A Manger, Hur emphasizes that Paris Baguette’s mission is more than profit—it’s about transforming global bread culture and continuing the growth of their beloved bakery brand.