SPC Group, the operator of South Korea’s leading bakery franchise Paris Baguette, said Monday it has opened its first store in Ulaanbaatar, the capital of Mongolia.
In 2024, Paris Baguette signed a master franchise agreement with Foodcorp, one of Mongolia’s top food and restaurant companies with a wide portfolio spanning food manufacturing, distribution and dining services.
The new store, located on the ground floor of Zaisan Square, a major shopping mall in southern Ulaanbaatar, accommodates around 90 seats and features a premium bakery cafe concept with European-inspired interiors.
SPC said Mongolia shows a strong preference for Korean culture and brands, while its food and dining market continues to post double-digit annual growth, making it a promising market for the group’s expansion.
Paris Baguette plans to open two additional outlets in central Ulaanbaatar within the year as part of its strategy to solidify its foothold in Mongolia.
“Mongolia offers strong growth potential, driven by the rapid spread of cafe and dining-out culture among younger generations. It is a key market for Paris Baguette’s broader expansion across Asia,” a franchise official said. “We will continue to lead the bakery culture in Mongolia through premiumization, localization and differentiation.”
Meanwhile, Paris Baguette currently operates about 670 stores across 15 countries. Earlier this year, SPC completed a production center in Johor, Malaysia, to strengthen its presence in the Southeast Asian and halal markets. In September, it began construction of a 28,000-square-meter bakery plant in Texas.
andreahaneu@heraldcorp.com
