Paris Baguette is going to be in Brunei and Thailand after the successful signing of Master Franchise agreement between Paris Baguette Southeast Asia and Berjaya Food Bhd’s (BFood) subsidiary, Berjaya Food (International) Sdn Bhd (BFI).
The agreement allows BFI the exclusive rights to introduce and operate Paris Baguette stores in Brunei and Thailand, a significant step in the brand’s regional expansion.
This partnership also signals the next phase in BFood’s strategic growth, following its successful launch of the first Paris Baguette store in the Philippines in April and its second store in September this year.
The company is now focused on replicating that success in Brunei and Thailand with plans to open several stores across both markets by the third quarter of 2025.
BFood Group Chief Executive Officer Datuk Sydney Quays said the expansion to Brunei and Thailand, two vibrant markets with growing demand for premium café experiences, aligns with the company’s long-term vision of introducing world-class dining concepts to the global market as the company wants its stores to be a welcoming space 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,” Quays added.
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.
Quays said 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.
With the planned expansion into Brunei and Thailand, BFood is setting the foundation for long-term growth across the region.
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.
