Paris Baguette is actively bolstering its global K-bakery presence with the launch of its “Annyeong” campaign across Southeast Asia. This exciting initiative introduces a vibrant array of Korean-inspired bakery products and engaging promotional events, aimed at cementing its unique Korean identity in international markets.
The “Annyeong” campaign, named after the universal Korean greeting meaning “hello,” will span all 88 Paris Baguette outlets across six key Southeast Asian countries: Singapore, Malaysia, Indonesia, Cambodia, Vietnam, and the Philippines. Designed to immerse local customers in Korean culture, the campaign offers a delightful exploration through authentic bakery treats, tempting desserts, and refreshing cafe beverages.
Customers can look forward to an exquisite selection of featured products, including the delightful Korean Strawberry Bingsu Cake, crafted with a light vanilla sponge, rich strawberry condensed milk filling, and smooth whipped cream. Savory options include the unique Korean Gochujang Chicken Gimbap Wrap, alongside the satisfyingly chewy Korean Mochi, and the invigorating Sparkling Korean Yuzu Mint Tea.
Adding to the excitement, Paris Baguette is running a special promotional event until July 15th, giving patrons the incredible opportunity to win coveted round-trip airline tickets to South Korea, further enhancing the cultural experience.
This strategic campaign aligns perfectly with Paris Baguette’s accelerated expansion efforts throughout Southeast Asia. The company recently achieved significant milestones, securing halal certification for all its stores in Singapore and Indonesia. Furthermore, its regional supply chain has been considerably strengthened by a new halal-certified production facility in Johor, Malaysia, which is instrumental in supporting efficient production and distribution across the entire region.
Paris Baguette reveals its ambition to transform the “Annyeong” campaign into a consistent brand platform. This platform will continually showcase innovative Korean-inspired products and experiences, effectively promoting the rich value of K-bakery to a global consumer base.
“We meticulously planned the ‘Annyeong’ campaign to deliver an unparalleled Korean cultural experience that is exclusively available at Paris Baguette,” stated Hana Lee, CEO of Paris Baguette for the Asia-Pacific, Middle East, and Africa regions.
“Through a curated selection of products and brand experiences that deeply resonate with our Korean heritage, our aspiration is to offer customers an immersive journey that truly feels like traveling to Korea.”
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