Paris Baguette to enter Thailand, Brunei, Laos

South Korean bakery brand Paris Baguette, operated by SPC Group, said on Wednesday it will enter Thailand, Brunei, and Laos.

SPC signed a master franchise agreement with Malaysia's Berjaya Food Group to operate Paris Baguette stores in Thailand and Brunei. A separate deal was reached with Laos' Kolao Group.

The company plans to open its first stores in all three countries in 2025.

“The bakery market in Thailand is expanding nearly 10% annually due to the growing influence of Western-style food,” an SPC Group source said. “Thailand is a strategic hub for our Southeast Asian expansion.”

The move will bring the brand’s footprint to nine Southeast Asian countries.

SPC is also building a halal-certified bakery plant in Johor Bahru, Malaysia. The plant is expected to begin operations by the end of this year and support growth in Southeast Asia and the Middle East.

Last month, SPC CEO Hur Jin-soo visited the Johor Bahru facility to oversee test runs and inspect product quality.

Paris Baguette operates around 590 stores across 14 countries, including the US, Canada, France, the UK, China, and Singapore.

Write to Sul-Li Jun at sljun@hankyung.com