In a significant move to bolster its presence in ASEAN, Berjaya Food International (BFI), a subsidiary of Berjaya Food Berhad (BFood), has signed a Master Franchise agreement with Paris Baguette Southeast Asia.
This exclusive partnership grants BFI the rights to introduce and operate Paris Baguette stores in Brunei and Thailand, marking a key milestone in the brand’s regional expansion.
This agreement follows the successful launch of Paris Baguette’s first store in the Philippines in April, with a second store opened in September. BFood now plans to replicate this success in Brunei and Thailand, with multiple store openings planned by the third quarter of 2025.
“We are thrilled to extend Paris Baguette’s reach into Brunei and Thailand, two dynamic markets with growing demand for premium café experiences,” said Dato’ Sydney Quays, Group CEO of Berjaya Food Berhad.
“This expansion is part of our long-term strategy to bring world-class dining concepts to the global stage. We aim to create inviting spaces where people can gather, work, and enjoy moments over coffee or fresh pastries, which is the essence of Paris Baguette’s unique charm.”
The expansion reflects BFood’s strategy of establishing a stronger presence in underserved markets, capitalizing on the rising café culture in Brunei and Thailand. BFood plans to offer a mix of local flavors alongside Paris Baguette’s signature products, ensuring each store caters to local tastes.
Hur Jin-Soo, President and CEO of SPC Group, expressed excitement about the partnership, noting, “With over 4,000 locations worldwide, Paris Baguette has become synonymous with excellence.
“We are excited to collaborate with Berjaya Food once again to bring our bakery café concept to these new markets. Our commitment to quality, embodied by our ‘Sangmidang’ philosophy of perfecting every product, ensures customers in Brunei and Thailand will experience the same exceptional quality that defines Paris Baguette.”
Paris Baguette’s blend of French-inspired pastries with a Korean twist has fueled its global success, with stores across the U.S., Europe, and Asia. With its focus on artisanal craftsmanship and premium ingredients, the brand is poised to leave a lasting impression on customers in Brunei and Thailand.
As part of BFood’s broader growth strategy, the company is also exploring opportunities to introduce other international brands from its portfolio to global markets, reinforcing its leadership in the food and beverage industry.
With the upcoming expansion, customers in Brunei and Thailand can look forward to a world-class bakery café experience that combines French elegance with local flavors, all while staying true to Paris Baguette’s heritage of quality and innovation.