Paris Baguette, a renowned global bakery chain established in 1988 under the umbrella of SPC Group, a leading South Korean food and confectionery conglomerate, proudly unveiled its first bakery café in the Philippines, located in the iconic SM Mall of Asia (SM MOA).

The first Paris Baguette store being unveiled in SM Mall of Asia.

The grand opening of the number one French-inspired bakery café in South Korea was graced by esteemed dignitaries including the Ambassador of South Korea to the Philippines, His Excellency Mr. Lee Sang-Hwa, the President and CEO of SPC Group, Mr. Hur Jin-soo, Chairman of Berjaya Paris Baguette Philippines, Dato’ Sydney Quays, Vice Chairman of Berjaya Paris Baguette Philippines, Mr. Frederick Siy, CEO of Paris Baguette Southeast Asia, Ms. Hana Lee, and President of SM Supermalls, Mr. Steven Tan.

Guests were treated with a delightful array of Paris Baguette’s global favorites such as the signature silky roll, strawberry yoghurt cake, and of course their flakey-buttery croissants. The event also saw the unveiling of the Philippines-exclusive Ube Series, showcasing the brand’s dedication to catering to the local Filipino palates while fostering innovation.

The origins of Paris Baguette traces back in South Korea in 1945, rooted in the spirit of “Sangmidang”, a pledge to never leaving a piece of bread unchecked. The commitment was further solidified in 1988 with the opening of the first Paris Baguette Bakery Café in South Korea.

“We are optimistic that the Filipino people will love our artisanal delights as much as we love baking them. As we embark on this exciting journey, starting with our flagship store at SM Mall of Asia, we eagerly anticipate sharing our culinary craftsmanship with the rest of the Philippines,” said Mr. Frederick Siy, Vice Chairman of Berjaya Paris Baguette Philippines. “Today’s milestone is a testament to the dedication of our partners, Malaysia’s Berjaya Food Berhad, and SPC Group” he acknowledged. “Their efforts and unwavering commitment have made it possible for us to enjoy moments of indulgence amidst the bustling city if Metro Manila.”

Today, Paris Baguette boasts a presence with over 3400 stores in its homeland, making them the number one bakery chain in South Korea. With expansions in the United States, United Kingdom, Canada, China, France, Vietnam, Indonesia, Cambodia, and Singapore, Malaysia, and now the Philippines, the brand’s global footprint is nearly 4000 locations.

“Looking ahead, we are thrilled to announce our ambitious expansion plans for the year, with the aim of opening four additional stores across strategic locations in the Philippines,” affirmed Dato’ Sydney Quays, Chairman of Berjaya Paris Baguette Philippines. “Beginning with SM malls, we are excited to embark on this journey of growth and culinary exploration, bringing Paris Baguette’s renowned offerings closer to more Filipino communities. We extend our heartfelt gratitude to the SM family for their unwavering support and partnership.”

“I am thrilled for the journey ahead with the first store here in the Philippines,” said Mr. Hur Jin-Soo, President and CEO of SPC Group during the event. “Our commitment to quality and customer experience, coupled with Filipino warmth and hospitality holds a promising prospect for all of us. We look forward to sharing our quality pastries and breads to the Philippines, marking the beginning of a long journey together.”

With each new location, Paris Baguette has become a beloved destination for locals, offering not only exceptional French-inspired baked goods but also an ambiance that depicts the brand’s theme. Debuting in the Philippines, a nation with a deep appreciation for South Korean culture and culinary excellence, Paris Baguette is set to win the hearts and taste buds of Filipinos.

“The Philippines and South Korea share a longstanding friendship,” said the Ambassador of South Korea to the Philippines, His Excellency Mr. Lee Sang-Hwa. “Through music, cuisine, media, and much more, our cultures have intertwined. With this first Paris Baguette Bakery Café, a setting often portrayed in popular Korean dramas, we hope to continue this relationship and bring us even closer through conversations and unforgettable experiences over great food.”

“Filipinos are quite familiar with Korean culture. Under this circumstances, the inroads of the Paris Baguette into the Philippine market is very timely as it is coincides with the 75th anniversary of diplomatic ties between Korea and the Philippines,” said the Ambassador of the South Korea to the Philippines, His Excellency Mr. Lee Sang-Hwa. “With the recent signing of the Korea-Philippines FTA, we embark on a new chapter of economic cooperation, propelled by mutual prosperity and shared aspirations.”

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