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Berjaya Food signs deal to operate Paris Baguette stores in Brunei, Thailand

KUALA LUMPUR: Berjaya Food Bhd's (BFood) unit, Berjaya Food International (BFI), has inked a master franchise agreement with Paris Baguette Southeast Asia to operate Paris Baguette stores in Brunei and Thailand.

The company is now planning to open several stores across both markets by the third quarter of 2025.

BFood chief executive officer (CEO) Datuk Sydney Quays said the two markets have growing demand for premium cafe experiences.

"This expansion aligns with our long-term vision of introducing world-class dining concepts to the global market. We want our stores to be welcoming spaces where people can gather, work, and enjoy the little moments over a cup of coffee or a fresh pastry. It's this sense of connection that resonates with our customers, and it's a core part of what makes Paris Baguette unique," Quays added.

The expansion into Brunei and Thailand also reflects BFood's commitment to establishing a stronger footprint in underserved markets, tapping into the rising café culture in these nations.

BFood aims to offer a blend of local flavours alongside Paris Baguette's signature products, ensuring each store caters to the unique tastes of its customers.

As it taps into Brunei and Thailand, BFood is setting the foundation for long-term growthacross the region.

As part of their broader strategy, the company is also exploring new opportunities to introduce other international brands under its portfolio to global markets.

SPC Group president and CEO Hur Jin-Soo said Paris Baguette has become a symbol of excellence, with over 4,000 locations worldwide.

"We are thrilled to partner with Berjaya Food again to bring our bakery café concept to Brunei and Thailand.

Our commitment to quality, through our 'Sangmidang' philosophy of perfecting every product, ensures that customers in these new markets will receive the same exceptional experience that has made Paris Baguette a household name," said Hur.

Paris Baguette's signature blend of French-inspired pastries, cakes, and breads with a Korean twist has helped the brand achieve success globally, boasting stores across the United States, Europe, and Asia.

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