CJ Foodville’s renowned bakery brand, Tous les Jours, is demonstrating robust international growth across Asia, propelled by its highly effective master franchise model. Key emerging markets like Mongolia and Indonesia are at the forefront of this impressive expansion, the company officially announced on Tuesday.
In Mongolia, where the brand proudly marks its 10th anniversary, Tous les Jours has achieved remarkable market penetration. The popular K-bakery chain has sold over 1.7 million cakes – an astonishing figure that translates to roughly one cake for every two people in the country. This strong consumer demand is consistently observed, with long queues forming at stores during peak holiday seasons.
Tous les Jours strategically entered the Mongolian market in 2016 through a master franchise agreement with local partner Artisan LLC, establishing itself as the first Korean bakery chain in the region. Since its successful launch, the brand has meticulously cultivated a premium image and significantly expanded its presence beyond the capital city of Ulaanbaatar, reaching new customers.
As of the end of February, Tous les Jours operates an impressive network of 24 stores throughout Mongolia. Several of these locations underwent strategic renovations in the first quarter, aligning their design and atmosphere with the brand’s updated identity now prevalent in Korea, further enhancing the customer experience.
CJ Foodville attributes this outstanding performance and sustained growth to its well-executed master franchise strategy. This approach skillfully combines the invaluable strength of experienced local partners with standardized product development and efficient store operations directly managed from its headquarters, ensuring consistent quality and brand integrity across all territories.
In Indonesia, Tous les Jours has mirrored this successful growth trajectory. Since its initial market entry in 2011, the premium bakery brand has established a strong presence, particularly in Jakarta. Its expansion into other strategically important Indonesian regions has been effectively managed through its local partner, Sora.
Sora’s deep understanding of the local Indonesian market has been instrumental in securing prime locations for Tous les Jours, including key areas on Java Island. The recent opening of the Lombok store on March 20 marked a significant milestone, representing the first entry of a Korean bakery brand onto the island, and has already reported promising early sales figures, indicating strong local reception.
“Tous les Jours is committed to continued expansion throughout Asia by forging strong, strategic partnerships with expert local operators,” stated a CJ Foodville official. “We are dedicated to refining our global strategy, solidifying our position as a leading K-bakery brand worldwide and consistently delivering exceptional, high-quality bakery experiences to diverse communities.”
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