Ah, Paris Baguette. The ubiquitous Korean bakery, with the strange name, serving Asian inspired and decidedly non-French pastries everywhere from the plush streets of Gangnam, to the shigol to even the doomed Sewol. They, along with Caffé Bene and Tom N Toms, are expanding into ‘Murica. Their foray into the land of the free and the home of the brave is highlighted in this recent Fast Company article:
Three of South Korea’s biggest coffee shop chains, Paris Baguette, Caffe Bene, and Tom N Toms, have all embarked on American market expansion over the past several years…. Bene and Paris Baguette, especially, play down their Korean origins–and are planning to ramp up even more U.S. market expansion over the next two years. In a vivid example of 21st-century globalization, both chains are bringing South Korean-style customer service and corporate organization to the United States–except they are serving French- and Italian-style pastries and sandwiches instead of Korean food.
Surprisingly, there are already 35 Paris Baguette locations and 99 Caffé Benes in the States. Here are some boots on the ground reviews:
No word on if “A Twosome Place” (투썸플레이스) would be making the Transpacific plunge. If they did, one would most certainly think they would have to consider a name change.