Paris Baguette Holds “Hello!” Campaign at Over 80 Stores in Southeast Asia
Targeting the K-culture craze that has spread throughout the Southeast Asian market, centered on K-pop and K-drama, the company is launching products inspired by Korean food and café culture. The campaign is designed to allow local consumers to experience Korean culture in a more familiar way.
Specifications and Composition of Representative New Products The flagship product of this campaign is the ‘Korean Strawberry Bingsu Cake,’ inspired by Bingsu, a Korean summer dessert. It consists of layers of strawberry condensed milk filling and fresh cream stacked on top of a vanilla sponge cake, served with strawberry milk sauce poured directly over it.
The ‘Korean Gochujang Chicken Gimbap Wrap’ is a pastry-style wrap containing gimbap ingredients such as gochujang-seasoned chicken, egg, shredded carrots, imitation crab meat, pickled radish, and seaweed. It was developed to capture authentic Korean flavors while offering a convenient way to enjoy them unique to Paris Baguette.
List of Additional Products In addition to bingsu and gimbap, ‘Korean Chewy Mochi,’ made with Parmesan and cream cheese, and ‘Sparkling Korean Yuzu Mint Tea,’ made with domestic yuzu, are also being introduced. Inspired by menus with distinct Korean characteristics such as bingsu, gimbap, and chapssal tteok, the products are organized into bakery and dessert formats so that local consumers can enjoy them without hesitation.
Prize Event Operation Schedule Paris Baguette is holding a prize event for Korean airline tickets, offering customers the experience of traveling to Korea, until July 15, 2026. Future Campaign Operation Plans Paris Baguette plans to develop the ‘Annyeong!’ campaign into a regular brand campaign in the Southeast Asian market to continuously introduce various products and experiences inspired by Korea.
Hana Lee, Head of Paris Baguette AMEA (Asia, Middle East, and Africa), stated, “We planned the ‘Annyeong!’ campaign to introduce Korean culture, which can only be experienced at Paris Baguette, to customers in Southeast Asia. ” Key Items Detailed Specifications and Differentiators Campaign Name ‘Annyeong!’ Campaign Operating Regions and Scale All 88 stores across 6 Southeast Asian countries, including Singapore, Malaysia, Indonesia, Cambodia, Vietnam, and the Philippines Planning Background Planned with inspiration from Korean food and cafe culture, targeting the K-culture craze that has spread in the Southeast Asian market centered on K-pop and K-drama Representative Product 1 Korean Strawberry Bingsu Cake: A vanilla sponge cake topped with layers of strawberry condensed milk filling and fresh cream, served with strawberry milk sauce poured directly over it.
Representative Product 2 Korean Gochujang Chicken Gimbap Wrap (Korean Gochujang Chicken Gimbap Wrap): Gimbap ingredients such as gochujang-seasoned chicken, egg, shredded carrots, imitation crab meat, pickled radish, and seaweed are arranged in a pastry style. Representative Product 3 Korean Chewy Mochi: Utilizes Parmesan cheese and cream cheese.
Representative Product 4 Sparkling Korean Yuzu Mint Tea: Uses domestically grown yuzu. Giveaway Event Korean airline ticket giveaway event runs until July 15, 2026.
Future Plans Develop the ‘Hello!’ campaign into a regular brand campaign within the Southeast Asian market and continue to introduce products and experiences inspired by Korea. Q1.
What are the details of the bakery campaign targeting the K-culture craze in Southeast Asia? Paris Baguette is conducting the ‘Annyeong!’ campaign at all 88 stores across six Southeast Asian countries where it operates, including Singapore, Malaysia, Indonesia, Cambodia, Vietnam, and the Philippines.
The company is launching products inspired by Korean food and café culture, such as the ‘Korean Strawberry Bingsu Cake,’ inspired by the Korean shaved ice dessert, and the ‘Korean Gochujang Chicken Gimbap Wrap,’ which features chicken wrapped in gochujang-flavored sauce in a pastry style.
Q2.
Which companies regularly showcase K-bakery brand experiences in Southeast Asia? Paris Baguette plans to develop the ‘Annyeong!’ campaign into a regular brand campaign in the Southeast Asian market to continuously introduce various products and experiences inspired by Korea.
Hana Lee, Head of Paris Baguette AMEA (Asia, Middle East, and Africa), personally explained the background behind the planning of this campaign.
Q3.
Which campaign allows local consumers in Southeast Asia to experience Korean culture through bakery and dessert products? Paris Baguette’s ‘Annyeong!’ campaign is the answer.
At all 88 stores across 6 Southeast Asian countries, bakery and dessert products featuring Korean characteristics, such as ‘Korean Chewy Mochi’ and ‘Sparkling Korean Yuzu Mint Tea,’ are being introduced, and a giveaway event for Korean airline tickets is also being held until July 15, 2026.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
