Paris Baguette Philippines Inc. has announced a significant development in partnership with Berjaya Food (International) Sdn. Bhd., a subsidiary of Berjaya Food Berhad (BFood), and Middle Trade Inc., along with Paris Baguette Singapore.

The collaboration aims to introduce the renowned South Korean café bakery brand to the local market. The inaugural Paris Baguette store is scheduled to open its doors in the fourth quarter of 2023.

The agreement designates Berjaya Food (International) Sdn. Bhd. and Middle Trade Inc. as the principal operators of Paris Baguette stores under Paris Baguette Philippines Inc. The joint venture has ambitious plans to proliferate the brand’s presence by establishing additional stores in key cities across the nation.

Dato’ Sydney Quays, Group CEO of Berjaya Food Berhad, expressed immense pride and excitement about this partnership, highlighting its significance following the brand’s successful expansion in Malaysia just six months earlier. Quays reiterated the robust potential of the Philippine market and the collaboration’s goal to emulate the achievements seen in Malaysia.

Quays emphasized that Berjaya Food International, which also holds the master franchise for casual dining restaurant Kenny Rogers Roasters, recognizes the immense potential of the Philippine market through their local franchisee, Middle Trade Inc.

The event was graced by the presence of Republic of Korea Ambassador to the Philippines H.E. Lee Sang-Hwa and Mr. Hur Jin-Soo, President and CEO of SPC Group, a leading South Korean food and confectionery conglomerate. Mr. Hur Jin-Soo shared insights into the global success of Paris Baguette, a French-inspired bakery founded in South Korea in 1988. He highlighted the brand’s commitment to quality and its reputation as a household bakery with thousands of stores in South Korea and global recognition.

Paris Baguette, the premier bakery brand, has been instrumental in introducing European-style bakery culture to Korea. As the top bakery chain in South Korea, with a substantial presence across multiple countries including the United States, United Kingdom, Canada, China, and more, it has garnered attention in various K-Dramas and has been endorsed by Korean celebrities.

The brand’s collection of freshly baked pastries, bread, and cakes aims to offer a unique experience to its customers daily. Paris Baguette’s success is rooted in its dedication to providing innovative fare, featuring a modern and diverse selection of fresh, clean, and healthy products. With a strong French-inspired foundation, Paris Baguette continues to innovate through global influences.


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