Paris Baguette to enter Brunei, Thailand by third quarter of 2025

Malaysian company Berjaya Food International (BFI), a subsidiary of Berjaya Food Berhad (BFood), recently inked a Master Franchise agreement with Paris Baguette Southeast Asia, granting them exclusive rights to operate Paris Baguette stores in Brunei and Thailand.

The company is set to open several stores across both markets by the third quarter of 2025, following the success of its first regional Paris Baguette store in the Philippines, which launched in April.

In a statement, Group CEO of Berjaya Food Berhad Dato’ Sydney Quays expressed the company’s excitement to extend Paris Baguette’s reach into Brunei and Thailand, two vibrant markets with growing demand for premium café experiences.

Image: Berjaya Food Berhad

“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,” he said.

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.

Image: Berjaya Food Berhad

On his part, President and CEO of SPC Group Hur Jin Soo shared his enthusiasm for the brand’s growing global footprint.

“Paris Baguette has become a symbol of excellence, with over 4,000 locations worldwide, and 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,” he said.

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

With its focus on artisanal craftsmanship and high-quality ingredients, Paris Baguette is poised to make a lasting impression on customers in Brunei and Thailand.

With the planned expansion into Brunei and Thailand, BFood is setting the foundation for long-term growth across the region. As part of its broader strategy, the company is also exploring new opportunities to introduce other international brands under its portfolio to global markets, further solidifying its position as a food and beverage industry leader.

As Paris Baguette enters these new markets, customers in Brunei and Thailand can look forward to a world-class bakery café experience that fuses French-inspired elegance with local flavour, all while staying true to its heritage of quality and innovation.

THE BRUNEIAN | BANDAR SERI BEGAWAN

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