When you venture into the bustling shopping malls of Singapore, particularly in the basement food courts, you are likely greeted by the irresistible aroma of fresh, buttery baked goods. Long queues form at the counters of various bakeries, including Korean, Japanese, Taiwanese, and Singaporean establishments, where customers eagerly select their favorite treats. From cream rolls and milk breads to filled croissants and fruity pastries, the vibrant display cabinets are packed with options that cater to a diverse array of tastes.
Among these bakeries, Paris Baguette stands out with a name that hints at French inspiration. The outlets are adorned in the colors of the French tricolor, complete with signage showcasing the iconic Eiffel Tower, all designed to evoke the charm of a Parisian café. However, the reality is that Paris Baguette is entirely Korean. According to Jin-soo Hur, the president and CEO of SPC Group, which owns Paris Baguette, the brand transcends geographical boundaries. “I wouldn't limit our bread to everything from France. We are an international brand,” Hur explains. He emphasizes that products like croissants should be considered universal rather than confined to a single culture.
SPC Group has a rich history that dates back 80 years to a modest family-owned bakery. Today, it has evolved into a dominant force in the mass production of bread and pastries in South Korea, employing approximately 20,000 individuals across its various brands. In the past year alone, SPC reported impressive sales figures of $5.6 billion (£4.26 billion). The launch of Paris Baguette in 1988 marked a significant milestone, as it became the first Korean bakery brand to open an international location in China—a market that remains crucial for the brand.
Today, Paris Baguette boasts over 4,000 stores across 14 countries, including significant presence in Asia, Europe, and the United States. The brand has ambitious plans for international expansion, aiming to establish over 1,000 new branches globally by 2030, with a notable focus on the American market. This includes the development of a state-of-the-art factory in Texas, set to become its largest overseas production facility by 2027, aimed at supplying not just the US, but also Canada and Latin America.
For Hur, conquering the American market is not just a business strategy—it is a measure of Paris Baguette's international success. One innovative approach that has enhanced efficiency is the company's system of delivering frozen dough to franchises worldwide. This method not only streamlines production but also extends the shelf life of baked goods. “Workers don't like to wake up early to knead dough by hand,” Hur remarks, highlighting the practical benefits of this system.
As urbanization accelerates and lifestyles shift, the demand for convenient on-the-go foods is increasing steadily across Asia. Bakeries in the region are already catering to this trend, offering a wide variety of options. While staples like pain au chocolat and sandwiches are widely available, many bakeries are also incorporating Asian-inspired flavors, such as pandan, durian, salted egg, red bean, and matcha-filled croissants and pastries. Paris Baguette is tapping into this trend by establishing a halal-certified plant in Malaysia, catering to customers in Southeast Asia and the Middle East.
With the global fascination surrounding Korean culture, experts believe there is significant potential for Asian bakeries to flourish further. Saveria Busato, a pastry and bakery chef at the Culinary Institute of America in Singapore, notes, “Korean and Japanese culture is so popular around the world now that maybe they're seeing things on their screen, and then they're willing to try it as well.” She shares her excitement upon visiting Italy, where she encountered a plethora of Asian bakery and pastry shops, noting that local Italians were eager to explore these offerings.
However, a pertinent question arises: can frozen dough match the quality produced by artisanal bakeries? To investigate this, Chef Busato participated in a blind taste test. Upon tasting a croissant made with frozen dough, he scrutinized its texture and aroma, ultimately expressing disappointment. “This is quite bad. There is no honeycomb inside, it's totally hollow. The lamination doesn't have much strength because the internal part collapses. There is no butter profile. It's gluey and dense. There is no smell,” he concluded.
In conclusion, the bakery scene in Singapore and beyond continues to evolve, blending traditional techniques with modern demands and global influences. While brands like Paris Baguette expand their reach, the debate over the quality of baked goods produced through innovative methods like frozen dough remains a critical conversation in the culinary world.
