In June, Paris Baguette announced the launch of ‘Annyeong’ campaign across Southeast Asia, rolling out Korean-inspired bakery products and promotional events as it seeks to strengthen its K-bakery identity in overseas markets.
The campaign, which will be a recurring platform, will run at all 88 Paris Baguette stores across 6 Southeast Asian markets — Singapore, Malaysia, Indonesia, Cambodia, Vietnam and the Philippines.
As ‘Annyeong’ meaning ‘hello’ in Korean, the campaign is designed to introduce local consumers to Korean culture through bakery, dessert and cafe offerings.
Featured products include Korean strawberry bingsu cake, made with vanilla sponge cake, strawberry condensed milk filling and whipped cream, as well as the Korean Gochujang chicken gimbap wrap, Korean chewy mochi and sparkling Korean yuzu mint tea.
This campaign also runs a promotional event offering customers the chance to win free round-trip airline tickets to South Korea.
Paris Baguette is accelerating its expansion in Southeast Asia after securing Halal certification for all its stores in Singapore and Indonesia. It has also strengthened its regional supply chain through a halal-certified production facility in Johor, Malaysia, which supports production and distribution across the region.
