K-bakery companies are accelerating their entry into the U.S. market on the back of the rising popularity of K-food. By presenting a unique variety of products and deploying strategies that finely reflect consumer preferences, they are gaining popularity locally.

CJ Foodville announced on the 24th that Tous Les Jours, which it operates, has opened the “Tous Les Jours Madison Square Park” store in Manhattan, New York. The Madison Square Park location is an area dense with tech startups, advertising agencies and design firms, and is frequented by many young office workers and entrepreneurs. A CJ Foodville representative said, “Tous Les Jours sells more than 400 different products and has differentiated competitiveness,” adding, “Cakes with cute and elaborate designs made with fresh whipped cream are receiving strong responses in the U.S., where there are many seasonal events.” CJ Foodville currently operates about 180 stores in the United States.

Paris Baguette is airing a holiday season cake video on a large electronic billboard in Times Square, New York, for the year-end season. Since opening its first store in Los Angeles, California, in 2005, it has been operating about 270 stores in North America. In September, it also broke ground on a bakery plant of approximately 28,000㎡ in Texas, United States. A Paris Baguette representative said, “Through the Times Square advertisement, we plan to impress U.S. and global consumers with the brand’s reliability and growth trajectory.”

The reason K-bakery companies are focusing on the U.S. market is that, unlike the domestic market, which is shrinking every year, they see growth potential there. Last year, Paris Baguette’s U.S. subsidiary recorded sales of KRW 449.0 billion, up 17.9% from the previous year. CJ Foodville’s U.S. subsidiary sales increased from KRW 51.0 billion in 2021 to surpass KRW 100.0 billion in 2023, reaching KRW 137.3 billion last year.

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